Internal and External Reference Price Response in Brand Choice Models

We propose a reference price (RP) model applied to real purchase data that allows consumer response to both internal and external RP as well as the interaction between these RP concepts. Our model provides novel insights for consumer choice behavior and contributes to the body of knowledge in RP research.


Ossama Elshiewy and Anne Odile Peschel (2020) ,"Internal and External Reference Price Response in Brand Choice Models ", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 312-313.


Ossama Elshiewy, University of Goettingen, Germany
Anne Odile Peschel, Aarhus University


NA - Advances in Consumer Research Volume 48 | 2020

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