Who I Am and How I Think: The Impact of Self-Construal on the Roles of Internal and External Reference Prices in Price Evaluations
Drawing from self-construal studies on cognitive styles as well as reference price literature, this research investigates the impact of independent versus interdependent self-construal on consumers' use of internal reference prices (IRPs) and external reference prices (ERPs) during price evalua...
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2009
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| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/1794 https://ink.library.smu.edu.sg/context/lkcsb_research/article/2793/viewcontent/Referencepriceandselfconstrual.pdf |
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| Institution: | Singapore Management University |
| Language: | English |