The Effects of Recommended Retail Prices on Consumer and Retailer Behaviour
实验发现，建议零售价即使不具约束力，也会通过设定参考点影响消费者的支付意愿和购买决策，而零售商虽受类似锚定效应影响，却未能利用消费者的行为偏差。
This paper presents results from an experiment on the effects of recommended retail prices on consumer and retailer behaviour. We present evidence that recommended retail prices, despite their non‐binding nature, influence consumers’ willingness to pay by setting a reference point. At a given price, consumers buy more the higher the recommended retail price is, and their demand drops at prices above the recommended retail price, even when it is entirely uninformative about the value of the product. Retailers in this study are subject to similar anchoring effects, but they do not anticipate consumers’ behaviour well and are thus not able to exploit their behavioural biases.