...Rajesh Kumar Sinha; Atanu Adhikari Purpose This paper aims to investigate the influence of advertised reference price (ARP) and sales price (SP) as anchor points on the latitude of expected price, and subsequently on purchase intention (PI). The research involves the theoretical lens of selective...

..., in which a price reduction aimed at getting a rival's market share might provoke a hostile repricing reaction (Cooper et al., 2008). Note that an excessive reduction in prices could lower tourists' reference prices down to levels in which subsequent increases could be highly damaging to demand...