Discount Discrepancy Effect

Published: 25 August 2022| Version 1 | DOI: 10.17632/6npm2pgxj7.1
Contributor:
Melby Karina Zuniga Huertas

Description

The objective of this paper is to clarify the effect of Discount Discrepancy (DD) on consumer’s Purchase Intention. Study 1 tested and supported the moderation of justification on the effect of perceived DD on PI. Study 2 tested and supported the moderation of the type of justification on the effect of perceived DD on PI. Study 3 confirmed findings in Study 2 and revealed the more effective type of justification.

Files

Steps to reproduce

Process (Hayes, 2013) in SPSS, Model 1.

Institutions

Centro Universitario da FEI

Categories

Marketing, Consumer Behavior

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