Speaking to the mind or the heart : effects of matching hedonic versus utilitarian arguments and products
Year of publication: |
March 2016
|
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Authors: | Klein, Kristina ; Melnyk, Valentyna |
Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 27.2016, 1, p. 131-142
|
Subject: | Hedonic and utilitarian products | Information processing | Goal congruency | Konsumentenverhalten | Consumer behaviour | Hedonischer Preisindex | Hedonic price index | Utilitarismus | Utilitarianism |
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