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Reference price research: review and propositions

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Reference prices are the standards against which the a product's price is judged. Even though a firm's price may be competitive, consumers may perceive the price to be high relative to their reference point, causing them to reject the brand. Therefore, managing consumers' reference price is an important task. Although considerable research has been conducted on this topic, there is no comprehensive assessment of what is known and what needs to be further explored. This article presents an integrative framework to review prior research; it develops propositions on the formation, use, and effects of reference price on a variety of purchase decisions. The authors show that in addition to consumers' prior purchase experiences, the information available in the purchase environment, such as promotions and product category characteristics, have significant influences on the formation and use of reference price. Therefore, how a firm frames a price offer may determine a consumer's decision to buy the brand..Printed Journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Marketing management Consumer attitudes Pricing policies studies
ISBN/ISSN	222429
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data