Consumer Mental Accounts and Implications to Selling Base Products and Add-ons
Published Online:9 Aug 2012https://doi.org/10.1287/mksc.1120.0731
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Volume 31, Issue 5
September-October 2012
Pages 717-872
Article Information
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- Received:July 28, 2010
- Accepted:June 05, 2012
- Published Online:August 09, 2012
Copyright © 2012, INFORMS
Cite as
Sanjiv Erat, Sreekumar R. Bhaskaran, (2012) Consumer Mental Accounts and Implications to Selling Base Products and Add-ons. Marketing Science 31(5):801-818.
https://doi.org/10.1287/mksc.1120.0731
Keywords
