Recent work in marketing has drawn on behavioral decision theory to advance the notion that consumers evaluate attributes (and therefore choice alternatives) not only in absolute terms, but as from a reference point. The theory has important substantive and practical implications for the timing...

In recent years, the supermarket industry has become increasingly competitive. One outcome has been the proliferation of a variety of pricing formats, and considerable debate among academics and practitioners about how these formats affect consumers' store choice behavior. This paper advances...