TY  - GEN
AU  - MINIARD, PAUL W
AU  - MOHAMMED, SHAZAD MUSTAPHA
TI  - Retailers' use of partially comparative pricing: From across category to within category effects
PY  - 2013///
KW  - RETAIL MANAGEMENT
N2  - Prior research suggests that partialy comparative pricing - in which a retailer provides pric comparisons for some but not all, of its products- is a double edged sword. On the one hand, such pricing improves beliefs about the retailer's competitive price advantage on comparatively prices products for which its prices are compared with a competitor. On the other hand, it has been shown to damage perceptions of the retailer's noncomparatively priced products relative to those charged by the competition
ER  -