Consumer evaluations of sale prices Role of the subtraction principle

By:

BISWAS, ABHIJIT

Contributor(s):

BHOWMICK, SANDEEP

Material type:

Mixed materialsPublication details: 2013Description: 49-66Subject(s):

NLM classification:

658.8342

In: JOURNAL OF MARKETINGMSummary: 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.

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		77/4	Available		P15033

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.

There are no comments on this title.

to post a comment.