Contextual Effects of Reference Prices in Retail Advertisements
Open Access
- 1 July 1991
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 55 (3) , 1-12
- https://doi.org/10.1177/002224299105500301
Abstract
Reference prices, which are extensively used in retail advertisements, have received considerable research attention over the last 15 years. The authors examine how reference prices in advertisements affect consumers’ price beliefs and behavioral intentions in different contexts. A model of reference price effects is proposed and tested. The model facilitates explanation of anomalous findings in previous research.Keywords
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