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The boomerang effect of zero pricing : when and why a zero price is less effective than a low price for enhancing consumer demand
Fan, Xiaomeng
;
Cai, Fengyan Cindy
;
Bodenhausen, Galen V.
- In:
Journal of the Academy of Marketing Science
50
(
2022
)
3
,
pp. 521-537
Persistent link: https://www.econbiz.de/10013199126
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