Soni, Nitin; Dawra, Jagrook; Katyal, Kanupriya - In: Marketing intelligence & planning 41 (2023) 4, pp. 489-504
respondents and analyzed using PLS-SEM. Findings The results show that when buyers maximize, their transaction value and … value perceptions predict the behavioral responses to price deals, and the relationship between transaction value and the … sales price information to form their internal reference price. On the other hand, when buyers satisfice, their transaction …