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Junghwa Son
Consumer, Apparel, and Retail Studies,
UNCG
There are 1 included publications by Junghwa Son :
Title
Date
Views
Brief Description
Do lower prices always increase willingness to purchase? a comprehensive understanding toward the role of perceived price
2013
3993
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...
