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Keywords: Transaction 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
...-transaction utility perspective to identify key differences in mechanisms invoked by the larger font size of the Regular Price vs that of the Sale Price. Design/methodology/approach Study 1 uses eye-tracking apparatus to study subjects’ responses to a full-color, realistic-looking ad for a digital camera...
