The influence of price discount versus bonus pack on the preference for virtue and vice foods

Journal of Marketing Research

Volumn 48, Issue 1, 2011, Pages 196-206

  Mishra, Arul ^a   Mishra, Himanshu ^a,b  

^a Department of Marketing ^*  (United States)

^b UNIVERSITY OF UTAH   (United States)

Author keywords

Bonus pack; Guilt; Justification; Price discount; Sales promotion

Indexed keywords

EID: 79952032799     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.48.1.196     Document Type: Article

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