Upselling or Upsetting? : The Interactive Effect of Cognitive Effort and Message Frame on Customer's Willingness to Accept an Upsell Offer

Heidig, Wibke; Wentzel, Daniel

s.l.] (2012)
Contribution to a conference proceedings

In: Proceedings of the 41th European Marketing Academy (EMAC) Conference 2012, Lissabon, Portugal, 22.-25. Mai

Institutions

• Chair of Marketing [812310]