Message assertiveness and price discounts : differences between hedonic and utilitarian consumption

Dongwon Choi, Hyejin Bang, Sukki Yoon and Tae Hyun Baek

Year of publication:	2024
Authors:	Choi, Dongwon ; Bang, Hye Jin ; Yoon, Sukki ; Baek, Tae Hyun
Subject:	hedonic/utilitarian consumption \| message assertiveness \| price discount \| Prosocial behavior \| Konsumentenverhalten \| Consumer behaviour \| Niedrigpreisstrategie \| Low-cost strategy \| Rabatt \| Rebate \| Hedonischer Preisindex \| Hedonic price index

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