2022
DOI: 10.30849/ripijp.v56i1.1587
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Effect of the differential discount value on the purchase prediction: an approach from associative learning

Abstract: The purpose of this study was to explore the effect of changing the context in which a product with different discount values has been associated with purchase prediction. Participants were trained in a learning task where they had to predict the probability of a result (purchase of a product) based on different images (products), presented in different contexts (stores). In store A, product X associated with different discount values (50%, 30%, 0%) and the product Z associated with a constant discount (30%) w… Show more

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