40. The perception of the same amount of discount on a product ________ on ____ relation to the initial price. In one study, respondents _____ __________ with a purchase situation. The persons put in the situation of buying a calculator _____ cost $15 found out from the vendor _____ the same product ____ __________ in a different store 20 minutes away and at a promotional price of $10. ___ _____ ______ 68% of respondents decided to make their way down to the store in order to save $5. In the second condition, ______ _________ _______ a jacket for $125, the respondents _____ also _____ _____ the same product was available in a store 20 minutes away and cost $120 there. This time, only 29% of the persons said that they would get the cheaper jacket. In both cases, the product was $5 cheaper, but in the ______ case, the amount was 1/3 of the price, and in the second, it was 1/25 of the price. What _________ in both of these situations was the price context of the purchase.
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