Reference Effects of Price and Promotion on Brand Choice Behavior
Journal of Marketing ResearchPublished 1 August 1989
James M. Lattin, Randolph E. Bucklin
Citations448
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
When consumers are exposed to pricing and promotional activity by frequently purchased packaged goods, they may develop expectations that are used as points of reference in evaluating future activi...
Keywords
Business, Management and Accounting
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