Consumer Perceptions of Comparative Price Advertisements
从行为视角分析比较价格广告，回顾监管背景并提出研究问题，通过复杂实验和重复实验检验部分问题。
The authors analyze the issue of comparative price advertising from a behavioral perspective. Because public policy recognizes that comparative pricing may lead to consumer misperceptions, the authors review the regulatory setting and pose several research questions that need to be addressed. A complex experiment and replication examining some of these questions is reported.