I am just wondering which theory best describes moderating role of price conciseness between purchase intentions and behavior?

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Thies Lesch Ll.M.

I would suggest to look into this as starting point:

https://psycnet.apa.org/doiLanding?doi=10.1037%2F0022-3514.32.5.906

Kaukab Abid Azhar

You can find a link with Theory of Planned Behavior

Sikandar Ali Qalati

I will propose to you the theory of planned behavior and the Elaboration likelihood model