The Effect of Price Promotion Patterns on Consumers’ Use of an Expected Price As a Reference Price
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.
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.
Atul Kulkarni, University of Missouri, USA
Kent Monroe, University of Illinois at Urbana-Champaign/University of Richmond, USA
NA - Advances in Consumer Research Volume 41 | 2013
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