TY - CONF AB - <p>Research on price promotions suggests that higher discounts often result in more favorable evaluation. However, price signals more information than just monetary cost, and dramatic price changes impact consumers’ negative perceptions of the product. Customers perceive discounter prices as high or low relative to their own internal standard.</p> AU - Jung Eun Lee, Leslie D. Stoel DA - 2014/1// IS - 1 VL - 71 PB - Iowa State University Digital Press PY - 2014 TI - The Effect of Price Discount Disconfirmation on Customers’ Perceptions T2 - International Textile and Apparel Association Annual Conference Proceedings UR - https://www.iastatedigitalpress.com/itaa/article/id/2765/ ER -