Junghwa Son

  • Consumer, Apparel, and Retail Studies, UNCG

There are 1 included publications by Junghwa Son :

TitleDateViewsBrief Description
Do lower prices always increase willingness to purchase? a comprehensive understanding toward the role of perceived price 2013 3127 Today, most firms assume that low price increases the likelihood of purchase. However, is this assumption always true? If the answer is no, when does the negative relationship between perceived price and willingness to purchase not hold true? This st...