Kim, Hyeong; Kramer, Thomas - In: Marketing Letters 17 (2006) 4, pp. 311-321
effect of using a novel type of discount presentation (e.g., “Pay 60% of the regular price”) on deal evaluations, and compare … it to that of an equivalent discount presentation commonly used in the U.S. (e.g., “Get 40% off the regular price”). In … three experiments we show that the former discount presentation results in higher perceived savings and higher purchase …
