Kan, Christina; Lichtenstein, Donald R.; Grant, Susan Jung - In: Journal of Consumer Research 40 (2014) 6, pp. 1078-1078
The use of advertised reference price promotions, such as “regularly $119.99, sale price $39.99,” is ubiquitous in the marketplace. Thirty years of research supports the conclusion that advertised reference prices (e.g., $119.99) exert an influence on consumers’ responses to offer prices...
