Browsing AUT Business School by Author "Rao, A"

Now showing items 1-1 of 1

More or less: a model and empirical evidence on preferences for under and over-payment in trade-in transactions

Kim, J; Rao, RR; Kyeoung Heui, K; Rao, A (American Marketing Association, 2011)

Trade-in transactions typically involve an exchange of an old, used version for a new or newer version of the product. When consumers trade in their used model for a new model, the firm faces the choice of paying the ...