外文翻译消费者关于广告价格比较的认知.docx
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外文翻译消费者关于广告价格比较的认知.docx
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外文翻译消费者关于广告价格比较的认知
毕业论文(设计)外文翻译
一、外文原文
标题:
ConsumerPerceptionsofComparativePriceAdvertisements
COMPARATIVEPRICEADVERTISEMENT
Mostretailadvertisementsoffermerchandiseat"specialprice."Oftenthis"specialprice"iscomparedwithapreviousprice,amanufacturer'sprice,arivalseller'sprice,thepriceofsimilarmerchandise,oranareaprice.Thegeneralimplicationoftheseadvertisementsistheconsumercanpayalowerthannormalpriceforthemerchandiseifhe/shewillpurchaseitfromtheadvertiser.Thesellerpromotesa"specialprice"intheadvertisementinthebeliefthatmoreconsumerswillpurchasetheitemiftheybelievethepriceiscomparativelylower.
Seller'sDecisionProblems
Thedecisiontopromotealowerpriceproducestwodecisionproblemsfortheseller.
1.Howmuchtoreducetheprice.
2.Howtocommunicatethefactthatthepricehasbeenlowered.
Thefirstdecisionproblemposestwoadditionalconcerns.Ifthepricereductionistoosmall,consumersmayperceivelittlepricedifferencebetweenthetwooffersandthereforemaybelievethepricereductiondoesnotwarrantapurchaseeffort.Ifthepricereductionistoolarge,consumersmayperceivethattheofferisnotbonafide.Forexample,theymaynotbelievethelargerreferencepriceisanactualprice,ortheymaywonderaboutthe"quality"ofthesaleitem(Monroe1979,p.45).
Theseconddecisionproblemrelatestotheformatthesellermayusetopresentthecomparativeoffer.Recognizingthattoolittledifferenceinpricemaynotstimulatepurchasebehaviour,thesellermustcommunicatethevaluebeingoffered.Often,therefore,thespecialpriceiscomparedwithausualorregularprice,amanufacturer'ssuggestedprice,orsomeotherreferenceprice.Inaddition,thereductionmaybepromotedwithastatementofeithertherelativesavings(percentage)orabsolutesavings(dollars),orotherwordstoconnoteaspecial(BerkowitzandWalton1980).However,consumersmaynotperceivethecomparativepriceadvertisementinawaythatreflectsthetruesituation.Someadvertisementsappeardesigneddeliberatelytocreatemisperceptions,andsomeadvertisersunintentionallycreatemisperceptions.Regardlessofintent,buyersmaybedeceived(FederalTradeCommission1964).
RegulatoryConsiderations
Becausepriceadvertisementsmaydeceiveconsumers,theFederalTradeCommissionadoptedasetofguidelinesin1958entitled"GuidesAgainstDeceptivePricing,"referringspecificallytocomparativeorcomparisonpricing.By1962,theCommissionwasconcernedwiththepossibilityofmanylawsuitsarisingbecauseofthe1958guides.Therefore,revisedguideswerepreparedandadoptedin1964andarestillinforce.The1964guidesareshorter(fiveinnumber),moregeneral,andarewritteninamoreconversationalstyle.In1974theCommissionpublishedaproposedrevisionoftheguidesforcomment.Actiononthisrevisionisstillpending.
Currently,littleempiricalevidenceisavailableonhowconsumersperceivecomparativepriceoffers.Consequently,neitherthesellernorthepublicpolicymakerhasreliableevidenceonhowtoformulateeitherpricingpolicyorpublicregulationsoncomparativepriceadvertising.In1978,thestaffattheFederalTradeCommissionproposedthatconsumerperceptionandbehaviorstudiesbeconductedtoprovidedatafordevelopinganenforcementapproachforcomparativepriceadvertising.Suchresearchhasyettobeconducted.
PERCEPTIONOFCOMPARATZVEPRICES
Thetwodecisionproblemsrelatedtopromotingalowerpricecanbeanalyzedintermsofperceptionpsychology.Thatis,theconsumer'sperceptionofacomparativepriceadvertisementderivesfromhis/herinterpretationofthepricedifferencesandfromhis/herinterpretationofthewordsusedtoconnotethelowerprice.Itisknownthatconsumersdonotevaluatepricessingly,butratherjudgepricesinreferencetostandardsthatmaybeobjectiveorsubjective(Monroe1973).Thus,acomparativepriceadvertisementfeaturingboththeofferedpriceanda(higher)comparativepriceisanattempttoimposeareferenceorstandardpricefortheconsumer.Primarilytheconsumermustjudgewhetherthelowerpriceisacceptable(believable)inrelationtothehigherreferenceprice.
Toensurethattheconsumeracceptsthehigherpriceasastandard,thesellerincludessuchwordsas"formerly,""usually,"and"manufacturer'ssuggested"todescribethehigherprice.Asellercanusewordsinavarietyofwaystoensuretheconsumerperceivesthehigherprice,andsomeofthesewaysmayleadbuyerstoperceivethatanofferisbetterthanitactuallyis.Inpublicpolicy,theconcerniswhetherthesemanticeffectofacomparativepriceofferdeceivesconsumersintobelievinganofferissomethingthatitisnot.
TYPESOFCOMPARATIVEPRICINGFORMATS
TheFederalTradeCommissionhascategorizedthealternativecomparativepriceadvertisingformatsintothreegroups:
'former"prices,comparative'tradearea"prices,andcomparativedevalue"prices.
TradeAreaPrices
Tradeareacomparisonadvertisementscomparetheadvertisedpricewithpricesofthesamearticlesoldbyotherretailers.Twogeneralformatsareused.Inmanufacturer'ssuggestedpriceadvertisementsthesellerpresentsthepriceofferedbycomparingitwithahigherpricesuggested(listed)bythemanufacturer,forexample,"XYZInstantCamera-manufacturer'ssuggestedprice$34.95,ourprice$25.95."UsingtheusuallysoldatXXXformat,thesellercomparesthepriceofferedwithausualprice,eitherinthestoreorinthetradearea.Generally,theofferismodelspecific,andtheusualpriceishigherthanthepriceoffered.
FormerPriceComparisons
Inthistypeofadvertisementthesellercomparesthepriceofferedwiththeseller'sformermgher)price.When"former"isusedtorefertoaprice,theissuerelatedtodeceptioniswhetherthe"former"priceistrueinthesensethesellerdidintentionallyselltheitemattheformerprice.
ComparableValueComparisons
Inadvertisementsofthistypethesellercomparestheproductandpricewithsimilarproductsandtheirpriceseitherinthestoreorofferedbyothersellers.Althoughthe"saleitem"isnotexactlylikethereferenced(higher-price)item,theadvertisementimpliesthatitisofsimilarquality.
PolicyResearchIssues
Initsrecommendationsonthe1974proposedpricingguidestheFTC'sstaffarguedforempiricalevidencetosupportordisconfirmseveralassumptionsabout"consumerconductandperceptions."Thestaffrecommendedinvestigatingthreeformsofbehavioralresponse:
perceptions,informationsearch,andactualpurchasebehavior.Concernalsowasexpressedaboutwhetherempiricalevidenceonperceptions,informationsearch,andpurchasebehaviorwouldbegeneralizabletoallconsumers,allproductand/orpricelevels,alltypesofcomparativeoffers,andallmethodsof
communicatingthesizeofdiscount.Theempiricalissuesisolatedbythestaffcanbesummarizedbythefollowingquestions.
Perception.Doconsumersbelievethereferenceadvertisedpricesare"true"?
Doconsumersperceivethata"bettervalue"isavailableifthesizeofthediscountisrelativelylarger,eveniftheofferpriceishigherthan"sale"pricesinthearea?
Informationsearch.Doconsumersreduceinformationsearchandinformationacquisitionbecauseoftheoffer?
Purchasebehavior.Doconsumersexpressawillingnessorintenttopurchaseafterseeingtheadvertisement?
Doestheofferinduceconsumerstoconsiderpurchasingahigher-pricedproductthanwouldotherwisebepurchased?
Doestheofferinfluenceconsumerstopurchaseanitemsoonerthandesired?
Generalizability.Dobehavioralresponsesdifferbytypeofproductand/orpricelevel?
Dobehavioralresponsesdifferifthesizeofdiscountisexpressedinrelativeterms(i.e.,percentageoff)ratherthanabsolutedollarsandcents?
Arecertaintypesofconsumersmorepronetomisperceivecomparativeoffers?
Arecertaintypesofcomparativeoffersmorelikelytoinducemisperceptions?
AVAILABLERESEARCHEVIDENCE
Perceptionbasicallyinvolvestheprocessofcategorization.Inthisprocessbuyersmakefrequentuseofcues.Someofthesecuesarepricesthatinfluencebuyers'judgmentsofwhetherthedifferencebetweenareferencepriceandacomparativepriceissignificant.Olson's(1973,1977)dichotomyofintrinsicandextrinsiccuesprovidesaconceptualwayofunderstandingthesecueswithintheframeworkofcomparativepriceadvertising.
AccordingtoOlson(1973,p.46),"anyinformationalstimulusorcuemaybeconsideredtobederivedeitherfromtheactualphysicalproduct(i.e.,thecueisintrinsictotheproductorbrand)orfromproductrelatedattributesnotactuallyapartofthephysicalproduct(i.e.,thecueisextrinsictotheproductorbrand)."Extendingthisdichotomytotheevaluationofacomparativepriceadvertisement,weproposethattwotypesofcuesarepresent.Pricecuesincludethereferenceprice(impliedorreal)andtheofferedprice.Semanticcues(BerkowitzandWalton1980)areotherexpressionswithintheadvertisementthatfacilitatethebuyer'sabilitytoevaluatetheoffer.Semanticcuesincludetheformatsillustratedaboveandanydirectreferencetothepricedifferences,e.g.,"x%off"or"$yoff."
Monroe(1979,p.44-5)suggeststhattheperceptionofasale(comparativepriceoffer)maybeconceptualizedwithintheframeworkofassimilation-contrasttheory.Ifthesale(lower)priceisperceivedasareasonablesubstituteforthereference(higher)price,buyersmayperceiveabargain(assimilationeffect).Ifthebuyersperceivethesalepriceasbelongingtoanotherproduct-pricecategory,theymaynotbelievethatthesalepriceisareductionfromtheadvertised
referencepr
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