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Keywords: Typicality
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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
... by reducing the perceived typicality of the sale price and enhancing the perceived credibility of the original price. However, the positive impact of conditional discounts on internal reference pricing diminishes when the discount amount is based on a customer’s time investment rather than monetary spending...
Includes: Supplementary data
