haku: @author Sinha, I. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Sinha, I. Smith, M.F. |
| Otsikko: | Consumers' perceptions of promotional framing of price |
| Lehti: | Psychology & Marketing
2000 : MAR, VOL. 17:3, p. 257-275 |
| Asiasana: | Consumer behaviour Pricing Psychology Sales promotion |
| Kieli: | eng |
| Tiivistelmä: | This article focuses on consumer perceptions of transaciton value when presented with deals that are equivalent on a unit-cost basis but worded differently. Through an experimental design setting, it examines the effect of three such frames: one, stated in terms of a straight price promotion ("50% off"), the second, as an extra-product or volume promotion ("buy one, get one free"), and a third as a "mixed" promotion ("buy two, get 50% off"). |
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