Deciding whether to seek a bargain: Effects of both amount and percentage off
Darke and Freedman, Journal of Applied Psychology 78(6), 1993, 960-965. Two experiments: both the dollar amount saved and the percentage off affect whether consumers decide to put effort into saving.
Darke and Freedman, Journal of Applied Psychology 78(6), 1993, 960-965. Two experiments: both the dollar amount saved and the percentage off affect whether consumers decide to put effort into saving.
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Darke, P. R., & Freedman, J. L. (1993). Deciding whether to seek a bargain: Effects of both amount and percentage off. Journal of Applied Psychology, 78(6), 960-965. doi:10.1037/0021-9010.78.6.960 https://doi.org/10.1037/0021-9010.78.6.960