An Investigation of Individual Responses to Tensile Price Claims
- 1 September 1988
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 15 (2) , 273-279
- https://doi.org/10.1086/209164
Abstract
This article describes the results of two studies investigating the effects of tensile price claims (e.g., “save up to 50%”) on consumers' perceptionKeywords
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