Discount Discrepancy Effect
Published: 25 August 2022| Version 1 | DOI: 10.17632/6npm2pgxj7.1
Melby Karina Zuniga Huertas
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.
Steps to reproduce
Process (Hayes, 2013) in SPSS, Model 1.
Centro Universitario da FEI
Marketing, Consumer Behavior