消费者关于广告价格比较的认知外文翻译.doc

毕业论文（设计）外文翻译 一、外文原文 标题：Consumer Perceptions of Comparative Price Advertisements COMPARATIVE PRICE ADVERTISEMENT Most retail advertisements offer merchandise at "special price." Often this "special price" is compared with a previous price, a manufacturer's price, a rival seller's price, the price of similar merchandise, or an area price. The general implication of these advertisements is the consumer can pay a lower than normal price for the merchandise if he/she will purchase it from the advertiser. The seller promotes a "special price" in the advertisement in the belief that more consumers will purchase the item if they believe the price is comparatively lower. Seller's Decision Problems The decision to promote a lower price produces two decision problems for the seller. 1. How much to reduce the price. 2. How to communicate the fact that the price has been lowered. The first decision problem poses two additional concerns. If the price reduction is too small, consumers may perceive little price difference between the two offers and therefore may believe the price reduction does not warrant a purchase effort. If the price reduction is too large, consumers may perceive that the offer is not bona fide. For example, they may not believe the larger reference price is an actual price, or they may wonder about the "quality" of the sale item (Monroe 1979, p. 45). The second decision problem relates to the format the seller may use to present the comparative offer. Recognizing that too little difference in price may not stimulate purchase behaviour, the seller must communicate the value being offered. Often, therefore, the special price is compared with a usual or regular price, a manufacturer's suggested price, or some other reference price. In addition, the reduction may be promoted with a statement of either the relative savings (percentage) or absolute savings (dollars), or other words to connote a special (Berkowitz and Walton 1980). However, consumers may not perceiv