Consideration of an expected future deal in assessing the value of a present deal: Forward-looking bargain shopping
Journal of Business Research, pp. 84-90, 2010.
bargain shoppingacquisition valueexpected future dealtransaction value
Hunting for bargains has long been an important aspect of shopping behavior. One of the distinctive characteristics of bargain shopping is forward-looking price expectation, where one discount offer is evaluated in relation to another deeper discount anticipated in the future. Two experimental studies examined potentially competing effect...More
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