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• 1993Reference pricing studies in marketing: A synthesis of research results80 cited
• 1996Retail “sale” advertising, perceived retailer credibility, and price rationale,67 cited
• 1992Comparative Price Advertising: Informative or Deceptive?67 cited
• 1997Consumer perceptions of bonus packs: an exploratory analysis52 cited
• 1994Deception in retailer high-low pricing: A “rule of reason” approach52 cited
• 2011Negative effects of ambient scents on consumers’ skepticism about retailer’s motives48 cited
• 1994An experimental assessment of effects associated with alternative tensile price claims44 cited
• 1989Brand choice and deep price discounts31 cited
• 2019How do product involvement and prestige sensitivity affect price acceptance on the mobile phone market in Vietnam?29 cited
• 2009Effectiveness of promotional premiums: The moderating role of affective state in different contexts29 cited
• 1979The Comparative Price Advertising Controversy: Consumer Perceptions of Catalog Showroom Reference Prices27 cited
• 2013Retailers’ Use of Partially Comparative Pricing: From Across-Category to Within-Category Effects25 cited
• 2018Lowest price guarantees on airline websites: Perceived believability, perceived value, and purchase intentions25 cited