This article focuses on consumer perceptions of transaction value when presented with deals that are equivalent on a unit-cost basis but worded differently. Through an experimental design setting, it examines the effect of three such frames: one, stated in terms of a straight price promotion ("50% o
Moderating effects in consumers' perceptions of price unfairness
✍ Scribed by Francisco Javier Rondan-Cataluña; David Martin-Ruiz
- Publisher
- John Wiley and Sons
- Year
- 2010
- Tongue
- English
- Weight
- 250 KB
- Volume
- 10
- Category
- Article
- ISSN
- 1472-0817
- DOI
- 10.1002/cb.339
No coin nor oath required. For personal study only.
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