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Keywords: Equity sensitivity
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2022) 34 (9): 1827–1848.
Published: 16 November 2021
...Kim-Shyan Fam; James E. Richard; Lisa S. McNeill; David S. Waller; Honghong Zhang Purpose This paper explores how consumer psychographics impact responses to sales promotions (SPs), and specifically whether equity sensitivity (ES) moderates attitudes towards sales promotion in the retail purchase...
