Discount pricing
We investigate the practice of framing a price as a discount from an earlier price, with information such as "was USD200, now USD100". We discuss two reasons why a discounted price- rather than a merely low price- can make a consumer more willing to purchase. First, a high initial price ca...
| Main Authors: | , |
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| Format: | Journal article |
| Language: | English |
| Published: |
Wiley
2019
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