... internal reference price (IRP) (Winer 1985). Design/methodology/approach – Prior marketing research on sticker shock is primarily model-based. The authors employed a between-subject experimental design, and hypotheses were tested using a series of regression functions (Baron and Kenny 1986...

...Ben Lowe; Fanny Chan Fong Yee; Pamela Yeow Purpose – The purpose of this study is to resolve inconsistencies in the literature about how one-time price promotions affect reference prices. Specifically, this study suggests that the measure of reference price used within a study (e.g. expected...

...José Luis Méndez García de Paredes; Ronald Sebastián Angola Cárdenas; Dayana Lisseth Sánchez Garcés Purpose – The purpose of this paper is to analyze the role of unit price information in the formation of the consumer reference prices. Design/methodology/approach – The methodology consisted...