Diepen, M. van; Donkers, A.C.D.; Franses, Ph.H.B.F. - Erasmus Research Institute of Management (ERIM), ERIM … - 2006
Korgaonkar et al. (1997), who investigate consumers’ attitudes towards direct marketing
solicitations. They find that even … though part of the consumers enjoys direct mailings
(e.g. catalogs) and describes them as informative and entertaining, many …-known example is a consumers’ internal reference price to which s/he
compares price information when evaluating a product and …