Affect in the Selection of Reference Prices

Alexander DePaoli, Stanford University, USA
Jonathan Levav, Stanford Graduate School of Business, Stanford University, USA
Factors influencing the selection or generation of consumers' reference prices are of great theoretical and practical importance. We argue that positive affect makes consumers more likely to select an environmentally available cue as a reference price, whereas negative affect makes them more likely to generate a reference price from memory.
[ to cite ]:
Alexander DePaoli and Jonathan Levav (2013) ,"Affect in the Selection of Reference Prices", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.