The Effects of Reference Prices in Retail Advertisements
Open Access
- 1 March 1981
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 45 (2) , 61-69
- https://doi.org/10.1177/002224298104500206
Abstract
This article considers the effects of reference prices in retail advertisements, that is, comparison prices cited as evidence of the savings represented by advertised prices. Reference prices are found to increase consumers’ estimates of the savings offered by advertised prices, though the full savings claims made by reference prices are not accepted. Results suggest that false reference prices do have the capacity to deceive but that deception is not guaranteed.Keywords
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