The ranking of informational reinforcement level was based on the following
general criteria: 1) increases in prices across brands for the same product type
(e.g., plain baked beans or plain cornflakes) were considered to be indicative of
differences in informational levels; 2) the cheapest own brands5 (e.g., Asda Smart
Price©, Tesco Value©, Sainsbury Economy©) were considered to represent the
lowest informational level (Level 1); 3) own brands that do not mention good
value for money or economy (e.g., Asda©, Tesco©, Sainsbury©) and cheapest
specialized brands were usually considered to represent the medium informational
level (Level 2); and 4) specialized brands, with higher prices (e.g., Heinz©,
Nescafe©), were considered to represent the highest informational level (Level 3).
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