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Keywords: Tensile price claim
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Journal Articles
An unintended consequence of exaggerated maximum-discount tensile price claims
Available to Purchase
Journal of Product & Brand Management (2016) 25 (7): 700–709.
Published: 21 November 2016
...Jung Eun Lee; Leslie Stoel Purpose Retailers are known to present tensile price claims (TPCs) stating high discounts to entice shoppers. Prior research on TPCs suggests that high TPC discounts increase purchase intentions. However, the current study proposes, first, that the TPC discount shifts...
