Plausible vs. Implausible Tensile Price Claim: Selective Accessibility Model Approach
Date
Authors
Major Professor
Advisor
Committee Member
Journal Title
Journal ISSN
Volume Title
Publisher
Authors
Research Projects
Organizational Units
Journal Issue
Is Version Of
Versions
Series
The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
This site provides free, public access to the ITAA annual conference proceedings beginning in 2015. Previous proceedings can be found by following the "Additional ITAA Proceedings" link on the left sidebar of this page.
Department
Abstract
Given three types of tensile price claims (TPCs; Save 30% or more, Save up to Y%, and Save 30-Y%), when Y is a plausible discount (60%), the results showed that max expected price discount (EPD) was lower and perceived savings and price fairness were higher for the TPC stating a min savings than one that states a max or a range of savings. In contrast, when the Y% is implausible (90%), the consumers' EPD was not adjusted depending on the TPC, resulting in no difference in perceptions of price discount across the different types of TPCs. If high and plausible discount percentages are used in a TPC and only a few products are discounted at that high level, this may decrease overall sales per customer for the majority of the products with lower discounts. Thus, marketers should select appropriate price promotion ads carefully.