Consumer evaluations of sale prices
BISWAS, ABHIJIT
Consumer evaluations of sale prices Role of the subtraction principle - 2013 - 49-66
How exactly does the display location of a sale price relative to the original price affect consumers evaluation? Across mutiple studies, including field studies with actual choices and studies with nonstudent samples, this article shows that consumer evaluations are a function of the display location of the sale price, but such evaluations are moderated by discount depth.
CONSUMER BEHAVIOR MARKETING
658.8342
Consumer evaluations of sale prices Role of the subtraction principle - 2013 - 49-66
How exactly does the display location of a sale price relative to the original price affect consumers evaluation? Across mutiple studies, including field studies with actual choices and studies with nonstudent samples, this article shows that consumer evaluations are a function of the display location of the sale price, but such evaluations are moderated by discount depth.
CONSUMER BEHAVIOR MARKETING
658.8342