While there has been much debate in the reference pricing literature on the most appropriate conceptualization of internal reference price used by consumers in evaluating deals, the question of whether consumers may use different internal reference prices at different stages of the purchase...

This paper develops a model to measure people’s perception of web pages based on the premise that the World Wide Web is a persuasive technology intentionally designed to change a person’s attitudes and behaviors. The model, derived from the persuasion literature, particularly appraisal...