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...
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Format: | Others |
Language: | en |
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LSU
2008
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Online Access: | http://etd.lsu.edu/docs/available/etd-11142008-114837/ |