Strengthening the Influence of Advertised Reference Prices through Information Priming

The use of advertised reference price promotions, such as “regularly 119.99, sale price 9.99,” 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 (e.g., 9.99) via their assimilative influence on consumers' internal reference prices. The present research provides an enriched account of this assimilation...