Dollar-off or percent-off? : discount framing, construal levels, and advertising appeals
Year of publication: |
2019
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Authors: | Kim, Kacy K. ; Kim, Sujin ; Corner, Gabrielle ; Yoon, Sukki |
Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 25.2019, 3, p. 314-327
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Subject: | advertising | construal level | Discount | price promotion | psychological distance | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Preismanagement | Pricing strategy | Werbewirkung | Advertising effects | Verkaufsförderung | Sales promotion | Rabatt | Rebate | Prospect Theory | Prospect theory | Werbepsychologie | Psychology of advertising |
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