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Keywords: Consumers' behavioral response to price
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Journal Articles
Maximization, internal reference price and consumers' response to promotions
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2023) 41 (4): 489–504.
Published: 11 April 2023
... (Chandon et al., 2000 ; Guissoni et al., 2018 ; Chaklader, 2019 ; Ku et al., 2020) has established consumers' behavioral responses to price promotions. However, there remains one crucial point of difference. Liu (2014) showed that TV (psychological value) causes behavioral...
