Soni, Nitin; Dawra, Jagrook; Katyal, Kanupriya - In: Marketing intelligence & planning 41 (2023) 4, pp. 489-504
Purpose This study shows the influence of consumers' goal and strategy of maximization on the process behind their behavioral response to price. Design/methodology/approach Data was collected through a 2×2 experimental design involving 314 respondents and analyzed using PLS-SEM. Findings The...