Guha, Abhijit, Abhijit Biswas, Dhruv Grewal, Swati Verma, Somak Banerjee, and Jens Nordfält (2018), “Reframing the Price Discount using the Sale Price as the Referent: Does it make the Price Discount More Attractive?” Journal of Marketing Research, 55 (3), 339-351.
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