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The Effect of Price Presentation on Consumer Responses to Products: The Moderating Role of Product Type

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This study examines whether the product type (rational vs. emotional) might moderate the effect of price presentation (aggregate vs. reframed) on product evaluations and purchase intentions. Specifically, the results demonstrate that reframed prices are more beneficial than aggregate prices for emotional (vs. rational) products.
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Keywords: Aggregate Price; Product Type; Reframed Price

Document Type: Research Article

Affiliations: College of Business, Hankuk University of Foreign Studies, Seoul, Korea 02450

Publication date: November 1, 2016

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  • ADVANCED SCIENCE LETTERS is an international peer-reviewed journal with a very wide-ranging coverage, consolidates research activities in all areas of (1) Physical Sciences, (2) Biological Sciences, (3) Mathematical Sciences, (4) Engineering, (5) Computer and Information Sciences, and (6) Geosciences to publish original short communications, full research papers and timely brief (mini) reviews with authors photo and biography encompassing the basic and applied research and current developments in educational aspects of these scientific areas.
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