Abstract
The Internet has increased in its level of importance in promoting diverse products to consumers. Research in marketing has demonstrated that product judgments are affected not only by the promoted product's characteristics but, also, by the characteristics of other products judged concurrently or retrieved from memory (e.g., Farley, Katz, and Lehman 1978). The web-based environment provides for quick comparisons between products, online retailers, and prices. The price-perception literature is particularly concerned with this phenomenon as researchers attempt to explain how consumers' reference prices are formed and how these reference prices affect product price perceptions.
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© 2015 Academy of Marketing Science
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Jensen, T., Kees, J., Burton, S., Kemp, E. (2015). The Effect of Prices for Incidental Products in Web Page Promotions on Consumer Price Perceptions for an Unrealted Target Product. In: Spotts, H. (eds) Revolution in Marketing: Market Driving Changes. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11761-4_61
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DOI: https://doi.org/10.1007/978-3-319-11761-4_61
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