The Impact of Certain and Uncertain Store Promotions on the Decision-Making Process in Product Choices
Various store promotions ranging from dollar-off discounts to sweepstakes can induce different affects among consumers. Built on recent studies on the uncertainty of incidental affect, this research examines how promotions differ in the feeling of uncertainty elicited, which, in turn, influence the...
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2006
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| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/2458 https://ink.library.smu.edu.sg/context/lkcsb_research/article/3457/viewcontent/auto_convert.pdf |
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| Institution: | Singapore Management University |
| Language: | English |