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Keywords: Order effect
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Journal Articles
How consumers with hedonic (vs utilitarian) purchase motive use item-price (vs price-item) presentation order as a mechanism to justify their hedonic purchase
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (5): 1352–1386.
Published: 28 May 2024
...Jungsil Choi; Hyun Young Park Purpose This study aims to investigate the moderating role of hedonic and utilitarian purchase motives for the presentation order effect. Although past research finds that presenting item first and price later (e.g. 70 items for $29) increases consumers’ purchase...
Includes: Supplementary data
