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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| Автори: | , , , |
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| Формат: | Artigo |
| Мова: | Inglês |
| Опубліковано: |
Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo
2012-10-01
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| Серія: | RAE: Revista de Administração de Empresas |
| Предмети: | |
| Онлайн доступ: | http://rae.fgv.br/sites/rae.fgv.br/files/artigos/10.1590_0034-7590201200600006_0.pdf |
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