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Kalyanaram et al., 1995 - Google Patents

Empirical generalizations from reference price research

Kalyanaram et al., 1995

Document ID
17734658721723631265
Author
Kalyanaram G
Winer R
Publication year
Publication venue
Marketing science

External Links

Snippet

Considerable theoretical justification for consumers' use of psychological reference points exists from the research literature. From a managerial perspective, one of the most important applications of this concept is reference price, an internal standard against which observed …
Continue reading at pubsonline.informs.org (other versions)

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