Reference price theories have dominated research into how consumers evaluate prices and make price-based choices. Given the widespread acceptance of reference price theories, it is notable that so little consideration has been given to what happens when the central assumption of these theories...

Reference price theories have dominated research into how consumers evaluate prices and make price-based choices. Given the widespread acceptance of reference price theories, it is notable that so little consideration has been given to what happens when the central assumption of these theories...

In service marketing, customers typically pay more when they use more. Based on this principle, various non-linear pricing plans or flat-rate tariffs attempt to lure customers into higher use and higher-revenue contracts. An emerging marketing practice we term precommitment-based pricing turns...

How do retail prices respond to manufacturer advertising? We use over two years of weekly data for 286 products across eleven product categories to show that retail prices change over and above what is expected after accounting for changes in wholesale prices. This suggests that retailers may...