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Keywords: Conditional discount
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Journal Articles
The impact of conditional discounts on consumers’ internal reference prices: a perspective of cue diagnosticity
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (8): 1951–1972.
Published: 25 September 2025
...Zijing Peng; Zhigang Shou; Hongxin Teng Purpose Discounts may erode consumers’ internal reference prices, thereby undermining the attractiveness of products at their original prices. This paper aims to propose a viable solution by highlighting the benefits of conditional discounts – specifically...
Includes: Supplementary data
