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http://hdl.handle.net/11718/17358| Title: | The effect of overlapping price ranges on price perception |
| Authors: | Saravana, Jaikumar |
| Issue Date: | 2014 |
| Publisher: | Association for Consumer Research |
| Citation: | Saravana Jaikumar (2014) ,"the Effect of Overlapping Price Ranges on Price Perception", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 787-787. |
| Abstract: | The author extends the range theory by examining the effect of multiple price ranges with overlapping anchors on consumer price perception. Three studies provide empirical evidence for the hypothesis that the psychological scale and evoked range for a price range are shortened in the presence of overlapping anchors. |
| URI: | http://hdl.handle.net/11718/17358 |
| Appears in Collections: | Journal Articles |
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