When Budgeting Backfires: How Self- Imposed Price Restraints Can Increase Spending
نویسنده
چکیده
Vol. XLIX (April 2012), 218 –230 *Jeffrey S. Larson is Assistant Professor of Marketing, Marriott School of Management, Brigham Young University (e-mail: jeff_larson@byu. edu). Ryan Hamilton is Assistant Professor of Marketing, Goizueta Business School, Emory University (e-mail: [email protected]). The authors contributed equally to this work. Author order was determined by height. Chris Janiszewski served as associate editor for this article. JEFFREY S. LARSON and RYAN HAMILTON*
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