Search
Now showing items 1-2 of 2
Ordering effect of alphabets and numbers in alphanumeric brand names
(Association for Consumer Research, 2014)
This paper explores the effects of cause-related marketing campaigns that require participation and effort from the consumer, a campaign element that has received little research attention. We examine the effects of effort ...
The effect of overlapping price ranges on price perception
(Association for Consumer Research, 2014)
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 ...