Discount Impact: Effects of Multiple Reference Prices on Price Perception

摘要：

This conceptual work investigates how consumers perceive a discount from perspectives of multiple references. Under the framework of multiple reference prices, the effectiveness of a price discount could be better captured by accounting for the impact from competitors and historical records at the same time. Several propositions are developed concerning the how the impact of actual discount level on price attractiveness perception is moderated through internal reference price(s) comparison and external price(s) comparison respectively. We also propose some contextual variables that may intervene in these interactions for further investigation.

关键词： Multiple references Discount Internal reference External reference Price perception

作者: Chen Rong He Feng Wang Yi

作者单位: School of Economics and Management, Tsinghua University, China, 100084 School of Economics and Management, University of Science and Technology Beijing, China, 100083

会议类型: 国际会议

会议名称: 第六届管理学国际会议(Proceedings of ICM2007 the 6th International on Management)

会议地点: 武汉

会议语种:英文

页码: 893-898

在线出版日期: 2007-08-03（万方平台首次上网日期，不代表论文的发表时间）