Anchoring effects of advertised reference price and sale price: The moderating role of saving presentation format

Journal of Business Research

Volumn 59, Issue 10-11, 2006, Pages 1063-1071

  Chandrashekaran, Rajesh ^a   Grewal, Dhruv ^b  

^a FAIRLEIGH DICKINSON UNIVERSITY   (United States)

^b BABSON COLLEGE   (United States)

Author keywords

Comparative price advertising; Internal reference price; Saving presentation format

Indexed keywords

EID: 33751114934     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2006.06.006     Document Type: Article

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