Abstract
Recent research on how consumers use prices in their evaluation of advertised prices have used differing theoretical bases that have not found strong empirical support. Also, research examining the effects of semantic cues in ads have used correspondent inference theory, which is not broad enough to explain the effectiveness of the huge variety of semantic cues that can influence consumer value perceptions. This manuscript introduces researchers to compliance theory as an alternate paradigm within which to examine the effects of price based ad evaluations. Implications of the framework for academic researchers and practitioners are presented.
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