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Keywords: Political affiliation
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Journal Articles
Dual-process model for the influence of taxes and fees inclusion on price perceptions
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2022) 39 (2): 204–217.
Published: 18 February 2022
... This research provides insights to marketers regarding the downstream impact of pricing decisions – such as including vs excluding taxes and fees from total price. Further, depending on the product category and target customer characteristics (political affiliation), marketers can determine whether to include...
