haku: @author Chen, S. / yhteensä: 17
viite: 10 / 17
| Tekijä: | Chen, S. Monroe, K. Lou, Y. |
| Otsikko: | The effects of framing price promotion messages on consumers' evaluations and pruchase intentions |
| Lehti: | Journal of Retailing
1998 : FALL, VOL. 74:3, p. 353-372 |
| Asiasana: | RETAILING CONSUMER SATISFACTION PRICES |
| Kieli: | eng |
| Tiivistelmä: | 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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