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	Discount impact: Effects of multiple reference prices on price perception
	Rong, Chen ; Feng, He ; Yi, Wang
	2010-05-10 ; 2010-05-10
会议名称	GLOBALIZATION CHALLENGE AND MANAGEMENT TRANSFORMATION, VOLS I - III ; 6th International Conference on Management (ICM 2007) ; Wuhan, PEOPLES R CHINA ; Web of Science
关键词	multiple references discount internal reference external reference price perception BRAND CHOICE EMPIRICAL-ANALYSIS LOSS AVERSION CONSUMER PRICE MODEL PROMOTION PROFITABILITY EXPECTATIONS DECISION Business Business, Finance Computer Science, Interdisciplinary Applications Engineering, Industrial Information Science & Library Science Management Operations Research & Management Science
中文摘要	This conceptual work investigates how consumers perceive a discount from perspectives of multiple references. Under the framework of multiple reference prices, the effectiveness of a price discount could be better captured by accounting for the impact from competitors and historical records at the same time. Several propositions are developed concerning the how the impact of actual discount level on price attractiveness perception is moderated through internal reference price(s) comparison and external price(s) comparison respectively. We also propose some contextual variables that may intervene in these interactions for further investigation.
会议录出版者	SCIENCE PRESS BEIJING ; BEIJING ; 16 DONGHUANGCHENGGEN NORTH ST, BEIJING 100707, PEOPLES R CHINA
语种	英语 ; 英语
内容类型	会议论文
源URL	[http://hdl.handle.net/123456789/19828]
专题	清华大学
推荐引用方式 GB/T 7714	Rong, Chen,Feng, He,Yi, Wang. Discount impact: Effects of multiple reference prices on price perception[C]. 见:GLOBALIZATION CHALLENGE AND MANAGEMENT TRANSFORMATION, VOLS I - III, 6th International Conference on Management (ICM 2007), Wuhan, PEOPLES R CHINA, Web of Science.

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