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The semantics behind the sale price: When does the ‘original’ price matter?

Consumers love a sale. In fact, when asked what makes a sale appealing, most simply say, «The price was good.» But this answer fails to acknowledge that subjective factors also contribute to the perceived value of a deal. According to new research published in the Journal of Consumer Research, it’s possible to increase the perception of a good deal.

Fuente : http://www.eurekalert.org/pub_releases/2013-11/uoc…

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