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Start Over Author "Grewal, Dhruv" Journal journal of public policy & marketing
7 results on '"Grewal, Dhruv"'

5. Adjudicating claims of deceptive advertised reference prices: the use of empirical evidence

Author

Compeau, Larry D., Grewal, Dhruv, and Grewal, Diana S.

Subjects
False advertising -- Cases, Retail industry -- Cases, Advertising, marketing and public relations, Business, Government
Abstract

Two cases concerning deceptive practices in comparative price advertisements are examined with respect to their implications for retailers, policymakers and market researchers. The first involves the suit brought by the state of Colorado against May Department Stores. The second is the case of North Carolina vs. J.C. Penney Co. Inc. The two cases serve to illustrate the 'growing use of empirical evidence for adjudication.'

Published
1994

6. Comparative price advertising: informative or deceptive?

Author

Grewal, Dhruv and Compeau, Larry D.

Subjects
Comparative advertising -- Laws, regulations and rules, Pricing -- Cases, False advertising -- Cases, Advertising, marketing and public relations, Business, Government
Abstract

The price of a product conveys two kinds of information: it tells the consumer how much money must be sacrificed to acquire the product and indicates the quality of the product in the consumer's mind according to empirical research. The FTC has established rules to prevent deceptive price comparisons both between products and between original and sale prices for the same product. Public policy makers ought to insist that easily verified reference prices be used, such as competitors' prices.

Published
1992

7. Adjudicating Claims of Deceptive Advertised Reference Prices: The Use of Empirical Evidence.

Author

Petty, Ross D., Compeau, Larry D., Grewal, Dhruv, and Grewal, Diana S.

Subjects
FALSE advertising, BUSINESS ethics, ADVERTISING, ECONOMIC competition, PRICE regulation
Abstract

The article discusses the implications of two popular cases concerning claims of deceptive advertised reference prices. Advertisements using comparisons of some form of "sale price" to a "reference price" are commonly referred to as comparative price advertisements. The advertised reference prices used in these comparisons are usually some previous price, a competitor's price or a manufacturer's suggested price. Comparative price advertisements seek to enhance consumers' perceptions of value and, as a consequence, may reduce additional search for lower prices and enhance likelihood of purchase. The prevalence of this form of price advertising has generated considerable consumer research examining the effectiveness associated with the use of advertised reference prices. The objectives of this article are to discuss specifically the implications of two highly visible cases that have received considerable media attention and examination by several researchers as well. In addition, insights gained from other relevant legal cases is also integrated.

Published
1994

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