Buyers’ Subjective Perceptions of Price
Open Access
- 1 February 1973
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 10 (1) , 70-80
- https://doi.org/10.1177/002224377301000110
Abstract
Marketing researchers recently have expended considerable effort to investigate how price influences buyers’ decisions yielding a variety of results, some not entirely explainable. This article reviews the relevant research literature, organizes the results, and suggests new research directions.Keywords
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