Can attempts to delight customers with surprise gains boomerang? A test using low-price guarantees
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DOI: 10.1007/s11747-017-0522-0
Abstract: Despite cautionary advice against it, delighting consumers by offering them pleasant surprises is widely advocated. In this paper, using a low-price guarantee context, we show that retailers’ attempts to use surprise gains to delight consumers… read more here.
Keywords: attempts delight; using low; surprise gains; delight customers ... See more keywords