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- W2953133066 abstract "Consumers generally encounter a multitude of price discounts during a single visit to a retailers’ website, yet past research has predominantly examined price discounts in a singular manner. We examine how the influence of a price discount’s magnitude on consumer purchase intentions evolves during an online shopping trip. In doing so, we demonstrate that a price discount’s magnitude is less predictive of consumers’ purchase intentions earlier, but it becomes more predictive later, during an online shopping trip. Thus, placing shallow price discounts early in a shopping visit may enhance the effectiveness of a firm’s portfolio of price discounts." @default.
- W2953133066 created "2019-06-27" @default.
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- W2953133066 date "2019-11-01" @default.
- W2953133066 modified "2023-10-16" @default.
- W2953133066 title "Consumer reactions to price discounts across online shopping experiences" @default.
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- W2953133066 doi "https://doi.org/10.1016/j.jretconser.2019.06.001" @default.
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