Kwon, Kyoung-Nan; Schumann, David W.; Fairhurst, Ann - In: Journal of Business Research 63 (2010) 1, pp. 84-90
Hunting for bargains has long been an important aspect of shopping behavior. One of the distinctive characteristics of bargain shopping is forward-looking price expectation, where one discount offer is evaluated in relation to another deeper discount anticipated in the future. Two experimental...