Nicolau, Juan - In: Marketing Letters 23 (2012) 3, pp. 661-669
This article confronts three psychological influences: relative thinking, referent thinking, and the zero-price effect … to a free product (worth the same as the discount), the zero-price effect arises. Specifically: (1) if actual price … coincides with expected price, relative thinking is the norm, unless the zero-price effect appears; (2) if actual price …