Consumers' "mental accounting" in response to unexpected price savings at the point of sale

Marketing Intelligence and Planning

Volumn 24, Issue 4, 2006, Pages 406-416

  Ha, Hwan Ho ^a   Hyun, Jung Suk ^b   Pae, Jae H ^c  

^a Gyeongsang National University   (South Korea)

^b Jeju National University   (South Korea)

^c HONG KONG POLYTECHNIC UNIVERSITY   (Hong Kong)

Author keywords

Consumer behaviour; Discounts; Pricing; Retailing; South Korea

Indexed keywords

EID: 33744818624     PISSN: 02634503     EISSN: None     Source Type: Journal    
DOI: 10.1108/02634500610672134     Document Type: Article

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