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Keywords: Product value
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2024) 41 (4): 424–438.
Published: 13 May 2024
... natural object) both act as primes and imbue specific product value perceptions, which subsequently influence willingness to pay a premium price when products have not been used by or are unfamiliar to consumers. Design/methodology/approach Two between-subjects experiments were conducted...
