When More Is Less: The Impact of Base Value Neglect on Consumer Preferences for Bonus Packs over Price Discounts
| Year of publication: |
2012
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|---|---|
| Authors: | Chen, Haipeng ; Marmorstein, Howard ; Tsiros, Michael ; Rao, Akshay R |
| Published in: |
Journal of marketing. - Chicago, Ill : Publications Group of the American Marketing Association, ISSN 0022-2429, ZDB-ID 2183183. - Vol. 76.2012, 4, p. 64-78
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