Effect of price discount frames and levels on consumers' perceptions in low-end service industries
Jin Yoon, H.
Parsa, H. G.
MetadataShow full item record
The purpose of this study is to investigate the effects of price discount frames and price discount levels on consumer perceptions about the quality of the service product, the value of the discount, their purchase intentions and their willingness to spread the word of mouth about the discount savings across different types of services.