Browsing by Author "Pham, Nghia Quang"

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Scarcity as a marketing instrument : the roles of goal frames and perceived consumer competition.

Pham, Nghia Quang; Lopez, Juan Carlos (Master thesis, 2017)

Purpose: This master thesis has three main objectives. The first aim is to investigate the influence of scarcity appeals on consumer purchase behaviors. The second aim is to investigate the moderator effect of goal frames ...