Open UTDAcademic Journal Reviews
10.1509/jmr.16.0599
ArticleJournal of Marketing Research

Reframing the Discount as a Comparison against the Sale Price: Does it Make the Discount More Attractive?

Abhijit GuhaAbhijit BiswasDhruv GrewalSwati VermaSomak BanerjeeJens Nordfält
2018Volume 55 · Issue 3pp. 339-351
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