Keith Lyle

University of Louisville

Louisville, KY 40292

United States

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Scholarly Papers (1)

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When Deal Depth Doesn't Matter: How Handedness Consistency Influences Consumer Response to Horizontal versus Vertical Price Comparisons

Marketing Letters, January 2015
Number of pages: 21 Posted: 03 Jan 2015
University of Louisville - Department of Marketing, University of Louisville and Pennsylvania State University - Mary Jean and Frank P. Smeal College of Business Administration
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Abstract:

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price promotions; handedness consistency; cognitive flexibility; price comparisons; deal depth; embodied cognition