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Keywords: Maximization
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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
...Nitin Soni; Jagrook Dawra; Kanupriya Katyal Purpose This study shows the influence of consumers' goal and strategy of maximization on the process behind their behavioral response to price. Design/methodology/approach Data was collected through a 2×2 experimental design involving 314...
