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Price promotions and their effect upon reference prices

Lowe, Ben, Yeow, Pamela, Yee, Fanny (2014) Price promotions and their effect upon reference prices. Journal of Product and Brand Management, 23 (4/5). pp. 349-361. ISSN 1061-0421. (doi:10.1108/JPBM-01-2014-0485) (KAR id:46628)

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http://dx.doi.org/10.1108/JPBM-01-2014-0485

Abstract

Purpose – The purpose of this study is to resolve inconsistencies in the literature about how one-time price promotions affect reference prices.

of that study.

decisions for products in the context of a price promotion. Experiments allow careful control of the confounds presumed to cause the inconsistencies

Findings – Study 1 shows that measurement of different reference prices within the same experiment leads to carryover effects, which inflate the

to reduce design artifacts. Study 2 shows that one-time price promotions affect fair price, but not expected price, and Study 3 shows expected price

Research limitations/implications – Independent measurement of reference price concepts allows robust claims about their distinctiveness. These

Originality/value – This research contributes by showing how the measure of reference price used affects the outcomes of price promotion studies.

the same findings under different conditions allows for the boundaries of existing research to be delimited and generalizations to be made.

Item Type: Article
DOI/Identification number: 10.1108/JPBM-01-2014-0485
Uncontrolled keywords: Fair price, Reference price, Expected price, Sales promotions
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: P.M.N. Yeow
Date Deposited: 12 Jan 2015 17:01 UTC
Last Modified: 30 Jan 2020 04:06 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/46628 (The current URI for this page, for reference purposes)
Lowe, Ben: https://orcid.org/0000-0002-5041-600X
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