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Keywords: Price size congruity
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2016) 33 (6): 408–416.
Published: 12 September 2016
... of the perceived savings. H4 The transaction utility framework triggered by bigger font size of RP will be demonstrated in the following process effects: Acquisition utility Font size in ads Numeric cognition Price promotions Price size congruity Transaction utility H4B...
