haku: @author Darke, P. / yhteensä: 2
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| Tekijä: | Darke, P. Freedman, J. Chaiken, S. |
| Otsikko: | Percentage discounts, initial price, and bargain hunting: a heuristic-systematic approach to price search behavior |
| Lehti: | Journal of Applied Psychology
1995 : OCT, VOL. 80:5, p. 580-586 |
| Asiasana: | HEURISTIC METHODS PRICES BARGAINING |
| Kieli: | eng |
| Tiivistelmä: | Consumer decisions concerning price search were investigated using the heuristic-systematic model of social judgement. Consumers used the size of the percentage discount as a heuristic cue to help decide whether a better price was likely to be available elsewhere. However, as predicted, participants relied on this cue only when the initial base price of the item was low. In contrast, search was continued despite the offer of a large percentage discount when consumers were shopping for items that were relatively inexpensive. |
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