文章基本信息

标题：Reference price in a virtual experimental context: Analysis cross-cultural
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作者：Juan-Antonio Mondejar-Jimenez ; Manu Carricano ; Jose Mondejar-Jimenez 等
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2009
卷号：3
期号：10
页码：621-623
DOI：10.5897/AJBM09.177
语种：English
出版社：Academic Journals
摘要：The reference price, viewed as a standard against which the purchase price of a product is judged (Monroe 1973), is one of the most studied constructs in research on strategic pricing decisions. Many authors have stressed the importance of contextual effects on reference price formation (Rajendran and Tellis 1994, Mazumdar et al. 2005). The main objective of the current work is therefore to examine the effect of contextual and temporal influences on consumers’ reference price formation during the buying process, using a simulated experiment. We developed a tool called SSPD as a way to measure contextual and temporal influences on reference price formation. The theoretical assumptions proposed here are tested through an ad-hoc computer-simulated experimental context that allows considerable control and new measurement possibilities.
关键词：Reference price; price perception; dynamic analysis; virtual environment