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HEC Paris. Research Department Les Cahiers de Recherche - HEC Paris

No 711:
Do consumers really know if the price is right ? Direct measures of references price are their implications for retailing

Marc VANHUELE and Xavier DREZE

Abstract: Reference price research suggest that consumers memorize and recall price information when selecting brands for frequently purchased products. In this study, we show that previous price-knowledge surveys provided imperfect estimates of reference price. Further, we propose to use a combination of price recall, price recognition, and deal recognition to measure representations to memorize prices. In addition we identify consumer and product characteristics that explain the variations in price knowledge.

Keywords: price knowledge; reference price; retailing; (follow links to similar papers)

JEL-Codes: D11; E31; L81; (follow links to similar papers)

45 pages, September 1, 2000

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