Retailers may be currently spending as much as five billion dollars annually in comparative price advertising. Yet, past research in this area is limited and presents mixed findings. This study shows that while frequent and infrequent users of comparative price advertising in newspapers do not differ in their understanding and evaluation of the terms regularly used to describe comparative prices, they do exhibit significant differences in their beliefs about this type of advertising and in the impact that such advertising has on their buying behavior.
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Friedmann et al. (1991) studied this question.
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