search query: @author Chandrashekaran, R. / total: 2
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| Author: | Chandrashekaran, R. Grewal, D. |
| Title: | Assimilation of advertised reference prices: the moderating role of involvement |
| Journal: | Journal of Retailing
2003 : VOL. 79:1, p. 53-62 |
| Index terms: | Prices |
| Freeterms: | Assimilation Involvement |
| Language: | eng |
| Abstract: | The hypothesis that the level of involvement influences the assimilation of advertised reference prices (ARPs) into consumers' existing internal reference prices (IRPs) is examined. Additionally, the nature of the relationship between the change in IRP and the perceived discrepancy between the ARP and IRP is investigated. Results from two different product categories are consistent with assimilation-contrast theory and reveal a nonlinear relationship between the change in IRP and the perceived ARP-IRP discrepancy. |
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