How are Internal Reference Prices used in the Consumer Buying heuristic? Exploring consumer and product heterogeneity in a Reference Price Advertising context.


When firms mark up a sale price with an indication of a ‘regular’ price to imply a bargain, they hope to raise the consumer’s internal reference price (RP). Whether such reference price advertising is deceptive depends on the inferences consumers drawn from the suggested price. This research seeks to examine the inferences drawn from reference price advertising and their effects on the consumer response. Through a mixed-method approach it explores how the internal reference price is used in the buying heuristic of different consumer segments and product categories. A measurement scale for reference price (inferences) will be proposed and validated.





L.I. Son

Verbonden aan

Hotelschool The Hague


15/02/2019 tot 15/02/2024