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The role of hedonic and utilitarian motives on the effectiveness of partitioned pricing
Choi, Jungsil; Madhavaram, Sreedhar R.; Park, Hyun Young - In: Journal of retailing 96 (2020) 2, pp. 251-265
Persistent link: https://www.econbiz.de/10012295829
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How consumers with hedonic (vs utilitarian) purchase motive use item-price (vs price-item) presentation order as a mechanism to justify their hedonic purchase
Choi, Jungsil; Park, Hyun Young - In: European journal of marketing 58 (2024) 5, pp. 1352-1386
Persistent link: https://www.econbiz.de/10015047520
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The odd-ending price justification effect : the influence of price-endings on hedonic and utilitarian consumption
Choi, Jungsil; Li, Yexin Jessica; Rangan, Priyamvadha; … - In: Journal of the Academy of Marketing Science 42 (2014) 5, pp. 545-557
Persistent link: https://www.econbiz.de/10010417555