... In this paper, we seek to unravel the relationship between price paid and the peak-end heuristic by examining the importance of peak and end experiences under two different pricing regimes. Our study also indicates that the peak-end rule may depend on specific contextual factors. Ozge Sigirci can...

...Peter De Maeyer; Hooman Estelami Purpose The objective of this paper is to propose and empirically test a potential mechanism for how consumers form reference prices. The proposed peak‐end rule of reference price formation says that reference prices are formed as a weighted average of the highest...