Ableitung einer den Grundprinzipien entsprechenden Besteuerung der unternehmerischen Tätigkeit

Kraft, Cornelia

doi:10.1007/978-3-663-13021-5_3

Steuergerechtigkeit Und Gewinnermittlung 1991

DOI: 10.1007/978-3-663-13021-5_3

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Ableitung einer den Grundprinzipien entsprechenden Besteuerung der unternehmerischen Tätigkeit

Cornelia Kraft¹

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1992

1998

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Cited by 2 publications

References 10 publications

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Proving and Disproving Materiality of Deceptive Advertising Claims

Richards

Preston

1992

Journal of Public Policy & Marketing

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To be regulated by the FTC, an advertising claim must be both deceptive and material. Much attention and research has been directed to deception, but almost no study has been done on materiality. However, a recent case has highlighted the need for better understanding of this legal requirement. The authors explore the genesis and evolution of the materiality standard explain the pitfalls awaiting advertisers who try to prove their claims immaterial, and outline several considerations for empirical testing of advertisements.

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Proving and Disproving Materiality of Deceptive Advertising Claims

Richards

Preston

1992

Journal of Public Policy & Marketing

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Comparative Price Advertising: An Integrative Review

Compeau

Grewal

1998

Journal of Public Policy & Marketing

151

112

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After two decades of research, public policymakers, researchers, and managers still have questions regarding the use, abuse, and overall effectiveness of comparative price advertising. Using an integrative review of the literature as a basis, the authors examine the state of substantive knowledge regarding comparative price advertising effects. They use meta-analytical procedures to assess the effects of (1) presence of an advertised reference price, (2) advertised reference price levels, and (3) advertised sale price levels on consumers’ internal reference price, perceived value, price offer believability, purchase likelihood, and search intentions. Evidence indicates that comparative price advertising is a powerful advertising tool, with a strong opportunity for deception, that requires careful management and monitoring.

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Ableitung einer den Grundprinzipien entsprechenden Besteuerung der unternehmerischen Tätigkeit

Cited by 2 publications

References 10 publications

Proving and Disproving Materiality of Deceptive Advertising Claims

Proving and Disproving Materiality of Deceptive Advertising Claims

Comparative Price Advertising: An Integrative Review

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