Dolansky, Eric; Vandenbosch, Mark - In: Journal of Product & Brand Management 21 (2012) 4, pp. 285-292
ascending utility (e.g. receipt of payments) are perceived to be less variable than sequences of descending utility (e.g. prices … (ascending utility) than when it does prices (descending utility). Originality/value – The paper provides a sound theoretical … framework, as well as supporting evidence, for how sequences of outcomes, such as prices, are perceived by consumers. Given that …