Allred, Anthony; Valentin, E.K.; Chakraborty, Goutam - In: Journal of Product & Brand Management 19 (2010) 1, pp. 54-60
Purpose – This study intends to examine effects of price ending and level on preference for a provider of a risky service, LASIK eye surgery, which poses notable health and financial risk. Additionally, the study aims to explore quality concerns thought to intervene between price cues and...