Keywords: Adaptation‐level theory
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Journal Articles
Journal of Product & Brand Management (2013) 22 (1): 87–94.
Published: 22 February 2013
...K.B. Saji; Brian R. Kinard; Michael L. Capella; Greg Bonner Purpose Using adaptation‐level theory as a conceptual framework, the purpose of this research is to determine what effect, if any, marketplace conditioning has on consumer price estimates and product evaluations. Design/methodology...

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