Do Frequent Price Promotions Lower the Price Assessment? Reference Price Effect

Sebastian Oetzel () and Andreas Luppold ()
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Sebastian Oetzel: Hochschule Fulda - University of Applied Sciences

Chapter Chapter 24 in 33 Phenomena of Purchasing Decisions, 2024, pp 129-133 from Springer

Abstract: Abstract This chapter introduces the reference price effect, shows that frequent price promotions lower buyers’ price expectations, that buyers perceive the shelf price as a loss in the weeks following the price promotion, presents scientific studies on the reference price effect in price promotions, and discusses implications for marketing practice.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-44799-1_24

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DOI: 10.1007/978-3-658-44799-1_24

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