Comparative Price Advertising : 9781636513478

Comparative Price Advertising by Kent B. Monroe provides an insightful exploration into the impact of comparative advertising on consumer behavior and decision-making. This book delves into how price comparisons influence perceptions of value, fairness, and quality while shedding light on the psychological mechanisms behind these effects.

Monroe examines the strategic use of comparative price claims in marketing campaigns, providing readers with empirical research and case studies that illustrate best practices and pitfalls. From ethical considerations to the impact of regulatory frameworks, this book offers a comprehensive guide for marketers looking to optimize their pricing and advertising strategies.

Whether you're a marketing professional, academic, or student, Comparative Price Advertising equips you with the knowledge to craft persuasive advertising that resonates with modern consumers. Part of the Legend in Marketing series, this work stands out as a critical resource for understanding how pricing communicates value in today's competitive market.