Reference Price Conceptualisations: An Integrative Framework of Analysis
The notion of reference price is becoming more popular in modelling price effects on consumers' purchasing behaviour. In order to understand the formation of reference price, an integrative analysis of the different concepts of reference price is proposed here. We present a classification of some twenty-six different concepts of reference price, based on an analysis of the different cognitive processes involved in the different conceptualisations. In addition, similarities and differences between the different concepts are examined. Finally, we consider utilization of particular reference price concepts in reference price modelling as well as in managerial decisions pertinent to various market situations.