The Effect of Consistency of Price Promotion Cues on Retailer Credibility, Product Quality, Value of a Deal and Purchase Intentions
Research on price promotions suggests that higher discounts often result in more favorable deal evaluations. However, consumers reactions do not always follow a consistently linear path when evaluating the deal. Price promotions offering too high or too low value may result in adverse deal evaluatio...
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | en |
| Published: |
LSU
2008
|
| Subjects: | |
| Online Access: | http://etd.lsu.edu/docs/available/etd-11142008-114837/ |