The moderating impact of need for cognition on the effect of reference prices - A contingency model
碩士 === 國立政治大學 === 廣告研究所 === 93 === One main concern regarding the use of reference prices in advertisements relates to the possibility of perceived deception due to consumers' reaction towards exaggerated or implausible price claims. This paper examines the moderating roles of an individual lev...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2005
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| Online Access: | http://ndltd.ncl.edu.tw/handle/26584391606256846941 |