He (Michael) Jia

The University of Hong Kong - Faculty of Business and Economics

Assistant Professor of Marketing

Hong Kong

SCHOLARLY PAPERS

1

DOWNLOADS

94

SSRN CITATIONS

0

CROSSREF CITATIONS

0

Scholarly Papers (1)

1.

Do Consumers Always Spend More When Coupon Face Value is Larger? The Inverted U-Shaped Effect of Coupon Face Value on Consumer Spending Level

Jia, He (Michael), Sha Yang, Xianghua Lu, and C. Whan Park (2018) "Do Consumers Always Spend More When Coupon Face Value is Larger? The Inverted U-Shaped Effect of Coupon Face Value on Consumer Spending Level," Journal of Marketing, 82 (4), 70-85.
Number of pages: 50 Posted: 23 Jul 2018
He (Michael) Jia, Sha Yang, Xianghua Lu and C.W. Park
The University of Hong Kong - Faculty of Business and Economics, University of Southern California - Marshall School of Business, Fudan University - School of Management and University of Southern California - Marshall School of Business
Downloads 94 (294,866)

Abstract:

Loading...

Product-Line Coupon, Consumer Spending, Savings Percentage, Inverted U-Shape, Threshold