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Title: Comparative Price and the Design of Effective Product Communications
Authors: Allard, Thomas
Griffin, Dale
Keywords: Price
Construal level
Issue Date: 2017
Source: Allard, T., & Griffin, D. (2017). Comparative Price and the Design of Effective Product Communications. Journal of Marketing, 81(5), 16-29.
Series/Report no.: Journal of Marketing
Abstract: The authors propose a model relating a product’s comparative price to the construal level of its associated communications and show how perceived expensiveness shapes consumers’ response to the wording of marketing communications. A series of six studies shows that for both absolute low- and high-cost product categories, comparatively expensive (inexpensive) products are preferred when accompanied by high-construal (low-construal) messages, due to the conceptual fluency of the “match” between price-induced psychological distance and construal level. The model provides novel implications for designing effective marketing communications: comparatively expensive versions of objectively low-priced products (e.g., an expensive chocolate truffle) are best promoted through more abstract slogans, whereas comparatively affordable versions of objectively high-priced products (e.g., an inexpensive diamond pendant) are best promoted using more concrete slogans. By emphasizing the link between comparative price and the matching level of construal, the authors contribute to a richer view of the interplay between price and product communication in marketing.
ISSN: 0022-2429
DOI: 10.1509/jm.16.0018
Schools: Nanyang Business School 
Rights: © 2017 American Marketing Association
Fulltext Permission: none
Fulltext Availability: No Fulltext
Appears in Collections:NBS Journal Articles

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