Browsing Ph.D. Dissertations - DO NOT EDIT by Author "Liao, Hsin-Yi"
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NOT ALL DISCOUNTS ARE CREATED EQUAL: POWER DISTANCE BELIEF AND LOCUS-OF-DISCOUNT IN A PRODUCT BUNDLE
Liao, Hsin-Yi; 0000-0002-4888-4242 (2022-05-17)This paper examines the relationship between power distance belief (PDB) – the tendency to accept and endorse power disparity – and preference for a discount on the focal (vs. tie-in) product in a product bundle. The ...