The Impact Mechanism of Deep Price Discount
on Consumer Defensive Behaviors
——An Empirical Research Based on Marketplace Metacognition Theory
LU Chang-bao，WANG Chu and LI Hang
CONTENTS
（School of Economics and Management，Fuzhou University，Fuzhou 350108，Fujian，China）
Abstract：Deep price discount（DPD）can drastically increase perceived profitability of promotion，but decrease perceived authenticity，which triggers consumer defense...
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