Price promotions and products with low consumer ratings [Summary]
Files
TR Number
Date
2016
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Virginia Tech
Abstract
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.
Description
Keywords
Price promotions, Consumer ratings, Decision justifiability, Online purchase decisions, Time-to-purchase