Kuo, Hsiao-ChingNakhata, Chinintorn2017-09-092017-09-092016http://hdl.handle.net/10919/78855Previous 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.application/pdfen-USCreative Commons Attribution 4.0 InternationalPrice promotionsConsumer ratingsDecision justifiabilityOnline purchase decisionsTime-to-purchasePrice promotions and products with low consumer ratings [Summary]SummaryJournal of Consumer Marketing