Browsing by Author "Kuo, Hsiao-Ching"
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- Price promotions and products with low consumer ratings [Summary]Kuo, Hsiao-Ching; Nakhata, Chinintorn (Virginia Tech, 2016)Previous research indicates the aversive effect of low consumer ratings on consumers’ purchasing decisions. This paper aims to apply decision justifiability theory to investigate how price promotions – price discount and price bundling – can reduce this effect.