The effect of black-and-white versus color imagery on the dual role of price
碩士 === 國立中正大學 === 行銷管理研究所 === 103 === Price has been viewed as not only an indicator of quality but also an indicator of monetary sacrifice in the previous literature. Based on the construal level theory, Experiment 1 demonstrates that when evaluating a product on the black-and- white imagery contex...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2015
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| Online Access: | http://ndltd.ncl.edu.tw/handle/x5x4k9 |