An Exploratory Study on the Effect of Price as an Anchor on Willingness-to-pay
The two competing underlying mechanisms of anchoring, anchoring-and-adjustment and selective accessibility, have very different managerial implications for the effect of price as an anchor on willingness-to-pay (WTP). To clarify their relative roles in inducing the anchoring effect, path analysis mo...
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| Format: | Article |
| Language: | English |
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Korean Marketing Association
2017-01-01
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| Series: | Asia Marketing Journal |
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| Online Access: | https://amj.kma.re.kr/journal/vol18/iss4/2/ |