The Effects of Reference Prices in Retail Advertisements
- 1 January 1981
- journal article
- Published by SAGE Publications in Journal of Marketing
- Vol. 45 (2) , 61
- https://doi.org/10.2307/1251665
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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