TY - JOUR

T1 - Internal reference price response across store formats

AU - Elshiewy, Ossama

AU - Peschel, Anne O.

N1 - Publisher Copyright: © 2021 The Author(s)

PY - 2022/10/1

Y1 - 2022/10/1

N2 - Reference price models have a long tradition in marketing and consumer research. Pricing strategies can utilize consumer response to gains and losses relative to internal reference prices, which are price expectations developed from past-observed prices. Consequently, many previous studies have been devoted to analyzing differences in internal reference price response across product categories and consumer characteristics. However, knowledge about internal reference price response across different store formats is missing. Our study aims to fill this research gap. To do so, we estimate a reference price model for the same set of brands and the same sample of consumers across two store formats (discount chain vs. supermarket chain). The prices for the brands in our model are similar across store formats. Results from our proposed model show that the same consumers are loss-averse at the discount chain while gain-seeking at the supermarket chain. Predicted by previous literature, we attribute the difference in internal reference price response to the different price image of the store formats. Overall, our research contributes to the reference price literature and provides important implications for pricing strategies at stores with different price image.

AB - Reference price models have a long tradition in marketing and consumer research. Pricing strategies can utilize consumer response to gains and losses relative to internal reference prices, which are price expectations developed from past-observed prices. Consequently, many previous studies have been devoted to analyzing differences in internal reference price response across product categories and consumer characteristics. However, knowledge about internal reference price response across different store formats is missing. Our study aims to fill this research gap. To do so, we estimate a reference price model for the same set of brands and the same sample of consumers across two store formats (discount chain vs. supermarket chain). The prices for the brands in our model are similar across store formats. Results from our proposed model show that the same consumers are loss-averse at the discount chain while gain-seeking at the supermarket chain. Predicted by previous literature, we attribute the difference in internal reference price response to the different price image of the store formats. Overall, our research contributes to the reference price literature and provides important implications for pricing strategies at stores with different price image.

KW - Brand choice

KW - Internal reference price

KW - Store price image

KW - Brand choice

KW - Internal reference price

KW - Store price image

KW - Management studies

UR - http://www.scopus.com/inward/record.url?scp=85120640165&partnerID=8YFLogxK

UR - https://www.mendeley.com/catalogue/ccbeda15-2b34-3151-99a9-7cd40a5bc582/

U2 - 10.1016/j.jretai.2021.11.001

DO - 10.1016/j.jretai.2021.11.001

M3 - Journal articles

AN - SCOPUS:85120640165

VL - 98

SP - 496

EP - 509

JO - Journal of Retailing

JF - Journal of Retailing

SN - 0022-4359

IS - 3

ER -