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- 2020-11-22
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- 1970-1-1
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P1:以前的研究-most consumers undertake relatively little prepurchase search for durable goods and do even less price comparison shopping despite the reported importance of price to consumers’ purchase decision
对此两种解释:
- consumers simply underestimate the market price variation (not supported)
-Thaler’s transaction utility theory (supported)
P2: 展开transaction utility theory
P3: 继续举例解释
P4:文章目的: to provide an empirical examination of the relationship between the market price variation of standardized products and their mean market price and to explain this relationship in terms of the psychophysics-of-price heuristic. |
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