Multichannel presence, boon or curse?: A comparison in price, loyalty, regret, and disappointment
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Citation (published version)Jennifer Lee, Satadruta Mookherjee. "Multichannel Presence, Boon or Curse?: A Comparison in Price, Loyalty, Regret, and Disappointment." Global Fashion Marketing Conference. Global Fashion Marketing Conference 2019. Paris, France, 2019-07-11 - 2019-07-14.
We question the conventional notion that multichannel presence is always advantageous. The study shows inconsistent pricing in on- and offline stores results in consumers’ regret and disappointment, which in turn influence their post-purchase behaviors. We focus on how complex emotional responses in varying price/loyalty contexts may adversely affect the retailer.
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