期刊
BASIC AND APPLIED SOCIAL PSYCHOLOGY
卷 23, 期 3, 页码 149-156出版社
LAWRENCE ERLBAUM ASSOC INC
DOI: 10.1207/S15324834BASP2303_1
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Studies have demonstrated that when consumers miss an opportunity to purchase a product for a significantly reduced price, they are less likely to purchase this product later for its regular price or for a less significantly reduced price. Two possible explanations for this inaction-inertia effect were considered: avoidance of regret (reluctance to purchase the product represents an attempt to avoid regret over missing the better price) and price contrast (reluctance to purchase the product results from a simple price comparison process). The results of 3 experiments favored the avoidance-of-regret explanation.
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