Gambled price discounts: A remedy to the negative side effects of regular price discounts

Journal of Marketing

Volumn 79, Issue 2, 2015, Pages 62-78

  Alavi, Sascha ^a   Bornemann, Torsten ^b   Wieseke, Jan ^a  

^a RUHR UNIVERSITY BOCHUM   (Germany)

^b UNIVERSITY OF STUTTGART   (Germany)

Author keywords

Gambled price discounts; Marketing innovation; Price promotion; Reference price; Uncertainty

Indexed keywords

EID: 84925003075     PISSN: 00222429     EISSN: 15477185     Source Type: Journal    
DOI: 10.1509/jm.12.0408     Document Type: Article

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