Effects of low price guarantees on consumer post-purchase search intention: The moderating roles of value consciousness and penalty level

Mental Accounting and Consumer Choice

Richard H. Thaler · Marketing Science · 1985 · 4.8K citations

Social Sciences, Economics, Marketing +17

Mental Accounting and Consumer Choice

Richard H. Thaler · Marketing Science · 2008 · 3.5K citations

Social Sciences, Economics, Marketing +17

Signaling in Retrospect and the Informational Structure of Markets

Michael Spence · American Economic Review · 2002 · 2.4K citations

Social Sciences, Business Economics, Economics +12

Price Perceptions and Consumer Shopping Behavior: A Field Study

Donald R. Lichtenstein, Nancy M. Ridgway, Richard G. Netemeyer · Journal of Marketing Research · 1993 · 1.3K citations

Business, Marketing, Marketing Management +9

The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions

Dhruv Grewal, Kent B. Monroe, R. Krishnan · Journal of Marketing · 1998 · 1.3K citations

Business, Marketing, Marketing Management +13