haku: @author Frankenberger, K. / yhteensä: 3
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| Tekijä: | Frankenberger, K. Liu, R. |
| Otsikko: | Does consumer knowledge affect consumer responses to advertised reference price claims? |
| Lehti: | Psychology & Marketing
1994 : MAY/JUN, VOL. 11:3, p. 235-251 |
| Asiasana: | MARKETING CONSUMERS PRICING |
| Kieli: | eng |
| Tiivistelmä: | As expected, internal reference prices (IRPs) and purchase intentions for two product categories (microwave ovens and disposable razors) differed according to whether consumers possessed a high or low level of consumer knowledge about the product in this factorial design experiment. Contrary to theory and expectations, neither internal reference points nor purchase intentions were affected by exposure to comparative price advertisements. Students were used as subjects. |
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