Journal Article Asymmetric Response to Price in Consumer Brand Choice and Purchase Quantity Decisions Get access Lakshman Krishnamurthi, Lakshman Krishnamurthi Search for other works by this author on: Oxford Academic PubMed Google Scholar Tridib Mazumdar, Tridib Mazumdar Search for other works by this author on: Oxford Academic PubMed Google Scholar S. P. Raj S. P. Raj Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 19, Issue 3, December 1992, Pages 387–400, https://doi.org/10.1086/209309 Published: 01 December 1992 Article history Received: 01 April 1991 Revision received: 01 March 1992 Published: 01 December 1992
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Krishnamurthi et al. (1992) studied this question.
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