The Effects of Reference Prices in Retail Advertisements
研究零售广告中参考价格（即与广告价格对比的标价）对消费者感知节省的影响，发现参考价格能提高节省估计但消费者不完全相信，虚假参考价格可能欺骗但非必然。
This article considers the effects of reference prices in retail advertisements, that is, comparison prices cited as evidence of the savings represented by advertised prices. Reference prices are found to increase consumers’ estimates of the savings offered by advertised prices, though the full savings claims made by reference prices are not accepted. Results suggest that false reference prices do have the capacity to deceive but that deception is not guaranteed.