Ran Kivetz

The Impact of Marketing Promotions on Hedonic versus Utilitarian Purchases

Coauthor(s): Yuhuang Zheng.
Source: Working Paper
Exact Citation:
Kivetz, Ran, and Yuhuang Zheng. "The Impact of Marketing Promotions on Hedonic versus Utilitarian Purchases." Working Paper, Columbia Business School, February 2, 2011.
Date: 2 2 2011