Frontiers: Framing Price Increase as Discount: A New Manipulation of Reference Price-Reference-Cited by-同舟云学术

Frontiers: Framing Price Increase as Discount: A New Manipulation of Reference Price

Published:2023-01 Issue:1 Volume:42 Page:37-47
ISSN:0732-2399
Container-title:Marketing Science
language:en
Short-container-title:Marketing Science

Author:

Park Sungsik¹^ORCID,Xie Man²^ORCID,Xie Jinhong³^ORCID

Affiliation:

1. Darla Moore School of Business, University of South Carolina, Columbia, South Carolina 29201;

2. Thunderbird School of Global Management, Arizona State University, Phoenix, Arizona 85004;

3. Warrington College of Business, University of Florida, Gainesville, Florida 32611

Abstract

This paper investigates a newly observed pricing practice by which a seller frames a price premium as a discount by simultaneously increasing the price and introducing a list price.

Publisher

Institute for Operations Research and the Management Sciences (INFORMS)

Subject

Marketing,Business and International Management

Link

https://pubsonline.informs.org/doi/pdf/10.1287/mksc.2022.1402

Reference15 articles.

1. Price Stickiness: Empirical Evidence of the Menu Cost Channel

2. DISCOUNT PRICING

3. Reference pricing studies in marketing: A synthesis of research results

4. $1,000 Cash Back: The Pass-Through of Auto Manufacturer Promotions

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