Reference price research: Review and propositions
Mazumdar, Raj and Sinha review behavioural and modelling research on reference prices and propose an integrative framework covering how reference prices form, how they are retrieved and used, and how they affect purchase decisions and deal evaluations. They discuss moderation by purchase history and by context, including purchase occasion, in-store promotions and product category, and set out propositions and methodological challenges. Journal of Marketing 69(4), 84-102, 2005; authors Tridib Mazumdar, S. P. Raj and Indrajit Sinha.
Mazumdar, Raj and Sinha review behavioural and modelling research on reference prices and propose an integrative framework covering how reference prices form, how they are retrieved and used, and how they affect purchase decisions and deal evaluations. They discuss moderation by purchase history and by context, including purchase occasion, in-store promotions and product category, and set out propositions and methodological challenges. Journal of Marketing 69(4), 84-102, 2005; authors Tridib Mazumdar, S. P. Raj and Indrajit Sinha.
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Mazumdar, T., Raj, S. P., & Sinha, I. (2005). Reference price research: Review and propositions. Journal of Marketing, 69(4), 84-102. doi:10.1509/jmkg.2005.69.4.84 https://doi.org/10.1509/jmkg.2005.69.4.84