Contextual Effects of Reference Prices in Retail Advertisements

Abhijit Biswas · Edward Blair

371 citations0/0 files storedJournal of Marketing

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

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.

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2025Advances in Consumer Research 1985Mental Accounting and Consumer Choice 1987Dimensions of Consumer Expertise 1983Advances in Consumer Research 1980Pricing: Making Profitable Decisions 1981Familiarity and Its Impact on Consumer Decision Biases and Heuristics 1986A Reference Price Model of Brand Choice for Frequently Purchased Products 1984Image Variables in Multi-Attribute Product Evaluations: Country-of-Origin Effects

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