Comparative price advertising: An integrative review

After two decades of research, public policymakers, researchers, and manage rs still have questions regarding the use, abuse, and overall effectiveness of comparative price advertising. using an integrative review of the liter ature as a basis, the authors examine the state of substantive knowledge re garding comparative price advertising effects. They use meta-analytical pro cedures to assess the effects of (I) presence of an advertised reference pr ice, (2) advertised reference price levels, and(3) advertised sale price le vels on consumers' internal reference price, perceived value, price offer b elievability, purchase likelihood, and search intentions. Evidence indicate s that comparative price advertising is a powerful advertising tool, with a strong opportunity for deception, thar requires careful management and mon itoring.