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| Author: | Dick, A. Lord, K. |
| Title: | The impact of membership fees on consumer attitude and choice |
| Journal: | Psychology and Marketing
1998 : JAN, VOL. 15:1, p. 41-58 |
| Index terms: | PSYCHOLOGY MARKETING CONSUMER ATTITUDES |
| Language: | eng |
| Abstract: | This study examined the impact of membership fees on consumer attitude and purchase behavior. Subjects participated in a computerized simulated shopping experiment and chose between three competing videotape rental stores, receiving feedback about purchase utility on each occasion. Manipulations included the presence or absence of an initial membership-fee requirement at the dominant store and the timing of a lowering of that store's utility to the same level as that offered by a competing establishment. |
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