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Keywords: Promotional technique
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2015) 49 (1-2): 212–237.
Published: 09 February 2015
...Charlotte Gaston-Breton; Lola C. Duque Purpose – This paper aims to explore not only the utilitarian but also the hedonic persuasive effects of promotional techniques like 99-ending prices and the influence of consumers’ decision style when evaluating these appeals. Evidence suggests...
