The Formation of Expected Future Price: A Reference Price for Forward- Looking Consumers
- 1 March 1990
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 16 (4) , 420-432
- https://doi.org/10.1086/209227
Abstract
Among numerous possible reference prices, expected future price is important. A consumer's expectation of the future price of a brand plays a crucialKeywords
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