The Moderating Effects of Learning Goals and the Acquisition of Product Information on the Limits of Price Acceptability

Adaval, Rashmi; Monroe, Kent B.
January 1995
Advances in Consumer Research;1995, Vol. 22 Issue 1, p225
Academic Journal
Examines the impact of positive and negative product category information on consumers' judgments of price acceptability under conditions in which knowledge about the prices of particular products was acquired intentionally or incidentally. Relationship between perceived value and price acceptability.


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