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COMPARING APPLES AND ORANGES
Author(s) -
SOMMER ROBERT
Publication year - 1984
Publication title -
journal of consumer studies and home economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 0309-3891
DOI - 10.1111/j.1470-6431.1984.tb00429.x
Subject(s) - neglect , argument (complex analysis) , orange (colour) , economics , marketing , advertising , psychology , business , medicine , food science , psychiatry , biology
Considering its importance to the consumer, price is a relatively neglected variable in the technical consumer literature. The neglect is attributed to the inability of researchers to ensure the equivalency of comparison items or the apple‐and‐orange question. The argument is made that price comparisons of non‐equivalent items are valid and appropriate when the investigator assesses different retail outlets which promote different products, examines common elements found in different products, or compares groups of consumers with different buying preferences.