PMG refund depth, PMG length of refund period and PMG scope were
manipulated between subjects, through the PMG description, each at two levels. The
levels were chosen based on their frequency in retail advertisements as well as their
expected effects on dependent variables. PMG refund depth was manipulated by having
the PMG claim promise to match the lower competitive price in the low depth condition,
and beat the lower competitive price by 10 percent in the high depth condition. PMG
refund period was set at zero days (i.e., price-matching possible only at the time of
purchase) in the low length condition, and at 90 days (i.e., price-matching possible at the
time of purchase or up to 90 days after the purchase) in the high length condition. PMG
scope was manipulated by including a set o f restrictions regarding the eligible
competitors and eligible prices in the PMG description in the limited scope condition
(i.e., “Certain competitors are excluded”, AND, “Offer does not apply to sale prices.”),
while no such restrictions are present in the unlimited condition (“Offer applies to all
competitors and all prices (including sale prices)”). Table 5 displays the actual wording
of PMG claims in each experimental condition.