Showing papers by "Gerard J. Tellis published in 1994"
TL;DR: An emerging consensus in marketing is that consumers respond to price relative to some standard or reference price as discussed by the authors, and most researchers modeling brand choice have reasoned that this standard is based on...
Abstract: An emerging consensus in marketing is that consumers respond to price relative to some standard or reference price. Most researchers modeling brand choice have reasoned that this standard is based ...
438 citations