TY  - GEN
AU  - BISWAS, ABHIJIT
AU  - BHOWMICK, SANDEEP
TI  - Consumer evaluations of sale prices: Role of the subtraction principle
PY  - 2013///
KW  - CONSUMER BEHAVIOR
KW  - MARKETING
N2  - 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
ER  -