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Buyers' Subjective Perceptions of Price
Kent B. Monroe
Journal of Marketing Research
Vol. 10, No. 1 (Feb., 1973), pp. 70-80
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3149411
Page Count: 11
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Marketing researchers recently have expended considerable effort to investigate how price influences buyers' decisions yielding a variety of results, some not entirely explainable. This article reviews the relevant research literature, organizes the results, and suggests new research directions.
Journal of Marketing Research © 1973 American Marketing Association