The influence of regular price level (low, medium, or high) and framing of discount (monetary or percentage) on perceived attractiveness of discount amount
Year of publication: |
2019
|
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Authors: | Lehtimäki, Aku-Ville ; Monroe, Kent B. ; Somervuori, Outi |
Published in: |
Journal of revenue and pricing management. - Basingstoke : Palgrave Macmillan, ISSN 1476-6930, ZDB-ID 2114191-5. - Vol. 18.2019, 1, p. 76-85
|
Subject: | Pricing | Discount | Framing | Rabatt | Rebate | Prospect Theory | Prospect theory | Diskontierung | Discounting | Konsumentenverhalten | Consumer behaviour | Preisniveau | Price level | Soziale Diskontrate | Social discount rate | Preismanagement | Pricing strategy | Niedrigpreisstrategie | Low-cost strategy |
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