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THE MEDIATING ROLE OF EMOTIONS IN A PRICE PROMOTION SETTING
Barbara Stangl,Thomas Reutterer 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
For retailers price promotions are an important instrument to increase store visits. Building on prior research on the role of emotions in decision making processes we show a strong mediating effect of both valence and arousal on store visit intentions. Therefore, managers should be aware of emotional responses when planning their price promotions.
THE MEDIATING ROLE OF EMOTIONS IN A PRICE PROMOTION SETTING
Barbara Stangl,Thomas Reutterer 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.2
For retailers price promotions are an important instrument to increase store visits. Building on prior research on the role of emotions in decision making processes we show a strong mediating effect of both valence and arousal on store visit intentions. Therefore, managers should be aware of emotional responses when planning their price promotions.