Up, up and away! The metaphor of verticality and the moderating role of regulatory focus in price assessments
Purpose – The purpose of this study is to analyze the effects of the metaphor of verticality on how individuals assess prices, having regulatory focus as a moderator of this relationship. Design/methodology/approach – Two experiments were conducted with a 2 × 2 between-subjects design (metaphor of v...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Portuguese |
| Published: |
Emerald Publishing
2023-01-01
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| Series: | REGE Revista de Gestão |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/REGE-05-2020-0042/full/pdf |