The Framing Effect of Price Format
The Framing Effect of Price Format Marco Bertini London Business School, Regent’s Park, London, NW1 4SA, United Kingdom, mbertini@london.edu Luc Wathieu1 Harvard Business School, Soldiers Field, Boston, Massachusetts 02163, lwathieu@hbs.edu Existing evidence suggests that preferences are affected by whether a price is presented as one all- ................
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