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Keywords: Transaction value
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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
... respondents and analyzed using PLS-SEM. Findings The results show that when buyers maximize, their transaction value and acquisition value perceptions predict their behavioral response to deals and discounts. Further, these buyers do not consider sales price information to form their internal reference...
