The Effect of Plausible and Exaggerated Reference Prices on Consumer Perceptions and Price Search
- 1 June 1988
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 15 (1) , 95-110
- https://doi.org/10.1086/209148
Abstract
This article examines whether advertisers' regular price claims affect consumer perceptions and price search behavior. Experiments involving simulateKeywords
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