Reference Price Research : Review and Propositions  

Oleh:

Sinha, Indrajit ; Mazumdar, Tridib ; Raj, S.P.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 69 no. 4 (Oct. 2005), page 84-102.
Topik: PRICE; reference price research

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.9 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

A substantial body of research evidence has now accumulated in the reference price literature. One stream if research has identified the antecedents of reference price and has assessed their effets through experimentaton. Others have calibrated a variety of reference price modles on panel data and reported the effects on brand choice and other purchase decisions. In this article, the authors review the published literature on reference price in both the behavioral an modeling streams. They offer an integrative framework to reviewprior research on : 1. the formation of reference price 2. retrieval and use of reference price , and 3. influences of reference price on various purchase decisions and evaluations. In doing so, the authors examine the influences of consumer's prior purchase history and contextual moderators, such as specific purchase occasions, promotional environment of the store, and product category characteristics. they summarize the key findings, identify the unresolved issues, and offer an agenda for further research, which includes a set of testable propositions. they also identify the methodological challenges that face reference price research, In the concluding setion, the authors discuss the managerial implications of reference price research.

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