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Keywords: Acquisition utility
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2016) 33 (6): 408–416.
Published: 12 September 2016
.... Findings The authors find that making the relative font size of Regular Price bigger invokes a transaction-utility mechanism where customers’ attention is focused on the savings that can be had using the promotion. A bigger font size of Sale Price invokes an acquisition-utility mechanism that draws...
