Chatterjee, Subimal; Jiraporn, Napatsorn; B. Heath, Timothy - In: European Journal of Marketing 48 (2014) 5/6, pp. 1113-1132
Purpose – The purpose of this study is to examine if consumers, after missing a price discount on a desired product, prefer to buy the latter at a smaller discount or prefer to pay full price but offset some of it with windfall money. Design/methodology/approach – In four experiments,...