The Role of Hedonic and Utilitarian Motives on the Effectiveness of Partitioned Pricing
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DOI: 10.1016/j.jretai.2019.10.003
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- Li, Jian & Huang, Jinsong & Li, Yaqi, 2023. "Examining the effects of authenticity fit and association fit: A digital human avatar endorsement model," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
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Keywords
Hedonic/utilitarian motivation; Partitioned pricing; Justification; Guilt;All these keywords.
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