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Journal Articles
Reference prices in retail advertisements: moderating effects of market price dispersion and need for cognition on consumer value perception and shopping intention
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Journal of Product & Brand Management (2004) 13 (6): 379–389.
Published: 01 October 2004
...Bidisha Burman; Abhijit Biswas One main concern regarding the use of reference prices in advertisements relates to the possibility of deception due to consumers' positive response towards exaggerated or implausible claims. This paper examines the moderating roles of a contextual variable‐market...
