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INFLUENCE OF DISCOUNT PRICE ANNOUNCEMENTS ON CONSUMER’S BEHAVIOR

The theoretical framework that underpins this research study is based on the Prospect Theory formulated by Kahneman and Tversky, and Thaler´s Mental Accounting Theory. The research aims to evaluate the consumers’ behavior when different patterns of discount are offered (in percentage and absolute va...

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Principais autores: Giuliana Isabella, Alexandre Ierulo Pozzani, Vinicios Anlee Chen, Murillo Buissa Perfi Gomes
Format: Artigo
Sprog:Inglês
Udgivet: Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo 2012-10-01
Serier:RAE: Revista de Administração de Empresas
Fag:
Purchase intent
consumer behavior
framing effect
discount
group purchasing website
Online adgang:http://rae.fgv.br/sites/rae.fgv.br/files/artigos/10.1590_0034-7590201200600006_0.pdf
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