The most common understanding of reference price is the price against which consumers evaluate the actual price of the products they are considering to purchase. Reference price is an essential component of price judgment, which in turn is an important element of pricing decisions. The impact of price change on reference price has received substantial attention in the literature. In spite of the extensive research available on reference pricing, the nature and the manner in which people form reference prices is still not well understood. This book provides additional insight into the nature of the reference prices as well as into how consumers use them to make price assessments when assessing rapidly changing prices. In particular, this book seeks answers to how and why the magnitude of the price changes affect reference prices. In addition, this book aims to provide a better understanding of the price perceptions measured as gains or losses from the reference price in a fluid pricing environment.

Данное издание не является оригинальным. Книга печатается по технологии принт-он-деманд после получения заказа.