Contextual Effects of Reference Prices in Retail Advertisements
研究了零售广告中参考价格如何在不同情境下影响消费者的价格信念和行为意图，提出了一个解释以往研究异常发现的模型。
Reference prices, which are extensively used in retail advertisements, have received considerable research attention over the last 15 years. The authors examine how reference prices in advertisements affect consumers’ price beliefs and behavioral intentions in different contexts. A model of reference price effects is proposed and tested. The model facilitates explanation of anomalous findings in previous research.