Comparing Prices Then and Now – the Store Price Image Determines Reference Price Dominance

When evaluating product prices, consumers compare the observed prices to an internally retrieved or externally suggested reference price. Using scanner panel data, I show that while in high price image store formats the internal reference price dominates, in low price image formats, consumer rely more on externally suggested reference prices.



Citation:

Anne Odile Peschel (2016) ,"Comparing Prices Then and Now – the Store Price Image Determines Reference Price Dominance", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 754-754.

Authors

Anne Odile Peschel, Aarhus University, Denmark



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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