Aligning benefits with payments: A test
✍
Seigyoung Auh; Eric Shih; Yeosun Yoon
📂
Article
📅
2008
🏛
Elsevier Science
🌐
English
⚖ 435 KB
## Abstract This article examines consumer perception of transactions whose benefits of consumption and cost of purchase unfold over time. Specifically, the article employs the notion of narrow framing to suggest that, when consumers confront a series of decisions, they tend to make evaluations one