4Ann E.Tenbrunsel,Wade-Benzoi. Explaining how preferences change across joint versus separate evaluation[J].Journal of Economic Behavior & Organization,1998,(1999):41-58.
5Barry J.Babin,William R.Darden,Mitch Griffin. Work and/ or Fun:Measuring Hedonic and Utilitarian Shopping Value[J].Journal of Consumer Research,1994,(04):644-656.
6Bettman,J.R. Perceived risk and its components:A model and empirical test[J].Journal of marketing Research,1973,(10):184-190.
7Cunningham,S.M. Perceived risk as a Factor in Informal Consumer Communications[A].Cambridge,MA:Harvard University,1976.
8David M.Hardesty,Willam O.Bearden. Consumer evaluations of different promotion types and price presentations:the moderating role of promotional benefit level[J].Journal of Retailing,2003.17-25.
9Mittal,Vikas,Wagner A.Kamakura. Satisfaction,Repurchase Intent,and Repurchase Behavior:Investigating the Moderating Effect of Customer Characteristics[J].Journal of marketing Research,2001,(02):131-142.
10Zaichkowsky. The Emotional Affect of Product Involvement[J].Advances in Consumer Research,1987.32-35.
6Baron, R.M. and D.A. Kenny, 1986, “The Moderatormediator Variable Distinction in Social Psychological Research: Conceptual, Strategic and Statistical Considerations”, Journal of Personality and Social Psychology, 51 (6), pp.1173-1182.
7Della Bitta, A.J. and K.B. Monroe, 1980, "A Multivariate Analysis of the Perception of Value from Retail Price Advertisements", Advances in Consumer Research, 8, pp.161-165.
8Dodds, W.B., K.B. Monroe and D. Grewal, 1991, "The Effects of Price, Brand and Store Information on Buyers' Product Evaluations",Journal of Marketing Research, 28 (3),pp.307-319.
9Estelami, H.I 2003, "The Effect of Price Presentation Taeties on Consumer Evaluation Effort of Multi-dimensional Priees", Journal of Marketing Theory and Practice, 11(2), pp.1- 16.
10Grewal, D., K.B. Monroe and R. Krishnan, 1998, "The Effects of Price-comparlson Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value and Behavioral Intentions", Journal of Marketing, 62(2), pp. 46-59.
