search query: @author Chen, S. / total: 17
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| Author: | Chen, S. Monroe, K. Lou, Y. |
| Title: | The effects of framing price promotion messages on consumers' evaluations and pruchase intentions |
| Journal: | Journal of Retailing
1998 : FALL, VOL. 74:3, p. 353-372 |
| Index terms: | RETAILING CONSUMER SATISFACTION PRICES |
| Language: | eng |
| Abstract: | When implementing a price reduction, retailers tend to favour one practice over the other. Yet how different implementations of a price promotion influence consumers' perceptions and purcjase intentions has been insufficiently studied. In this study, the authors framed a price reduction in percentage versus dollar terms on either a high-price or a low-price product. For the high-price product, the subjects indicated that a price reduction framed in dollar terms seemed more significant than the same price reduction framed in percentage terms. |
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