Consumer Understanding of Price Promotion Communication
Consumer literacy and numeracy skills applied to the shopping task, determines how well consumers can achieve their shopping goals. The study tests the ability of a representative sample from the US and Australia to understand the common types of price promotions across a range of FMCGs, durables and services.
Citation:
Pei Jie Tan and Svetlana Bogomolova (2015) ,"Consumer Understanding of Price Promotion Communication", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 266-266.
Authors
Pei Jie Tan, University of South Australia, Australia
Svetlana Bogomolova, University of South Australia, Australia
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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