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Keywords: Choice models
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Journal Articles
Journal of Product & Brand Management (2013) 22 (3): 260–265.
Published: 24 May 2013
... for decaffeinated coffee. Findings Fit and predictive validity of a choice model improves when a reference price term based on the peak‐end rule is added. While the most recent price has a greater impact on reference price, the effect of the highest observed peak price is also significant, managerially...
