Price promotions and products with low consumer ratings [Summary]

Other literature type English OPEN
Kuo, H. C.; Kuo, H. C.; Nakhata, C.; Nakhata, C.;
  • Publisher: Virginia Tech
  • Subject: Price promotions | Consumer ratings | Decision justifiability | Online purchase decisions | Time-to-purchase

Previous research indicates the aversive effect of low consumer ratings on consumers’ purchasing decisions. This paper aims to apply decision justifiability theory to investigate how price promotions – price discount and price bundling – can reduce this effect. 517-5... View more
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