The effect of post-purchase discount format on consumers' perception of loss and willingness to return
Price discount is one of the commonly used promotion strategies to increase sales and revenue. If a discount is perceived before the purchase (i.e., pre-purchase discount), consumers are likely to perceive it as a potential gain. If it is noticed after making a regular-priced purchase (i.e., post-pu...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Korea Distribution Science Association (KODISA)
2018
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |