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 … coincides with expected price, relative thinking is the norm, unless the zero-price effect appears; (2) if actual price … moderately deviates from expected price, referent thinking is superior to any other effects, relative thinking and the zero …