Consumer sophistication, word-of-mouth and "false" promotions
Year of publication: |
2018
|
---|---|
Authors: | Deng, Yiting ; Staelin, Richard ; Wang, Wei ; Boulding, William |
Published in: |
Journal of economic behavior & organization : JEBO. - Amsterdam [u.a.] : Elsevier, ISSN 0167-2681, ZDB-ID 864321-0. - Vol. 152.2018, p. 98-123
|
Subject: | False promotion | Word-of-mouth | Reference-dependence | Game theory | Spieltheorie | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Verkaufsförderung | Sales promotion | Experiment |
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