The Effect of Price Promotion Patterns on Consumers’ Use of an Expected Price As a Reference Price

Atul Kulkarni, University of Missouri, USA
Kent Monroe, University of Illinois at Urbana-Champaign/University of Richmond, USA
Findings from two studies suggest that the use of the expected prices as a reference for price judgments (i) has a positive, non-linear relationship with the frequency of price promotions, and (ii) is higher when spacing between two consecutive price promotions is random, as compared to consistent.
[ to cite ]:
Atul Kulkarni and Kent Monroe (2013) ,"The Effect of Price Promotion Patterns on Consumers’ Use of an Expected Price As a Reference Price", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.