The Effect of Price Presentation on Consumer Responses to Products: The Moderating Role of Product Type
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.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
Document Type: Research Article
Affiliations: College of Business, Hankuk University of Foreign Studies, Seoul, Korea 02450
Publication date: November 1, 2016
More about this publication?
- 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.
- Editorial Board
- Information for Authors
- Subscribe to this Title
- Ingenta Connect is not responsible for the content or availability of external websites