search query: @author Sharma, A. / total: 24
reference: 18 / 24
| Author: | Grewal, D. Marmorstein, H. Sharma, A. |
| Title: | Communicating price information through semantic cues: the moderating effects of situation and discount size |
| Journal: | Journal of Consumer Research
1996 : SEP, VOL. 23:2, p. 148-155 |
| Index terms: | CONSUMER RESEARCH PRICES DISCOUNT RATE |
| Language: | eng |
| Abstract: | While several studies have examined how the specific wording (i.e., semantic cue) used to communicate a price offer affects consumers' perceptions of value, this area of research has not produced a set of consistent findings. To resolve the apparent inconsistencies, the current article builds on past research and explains why a consumer's response to a semantic cue depends on the situation (or decision context) and the discount size. The results of two studies are reported. |
SCIMA