HETEROGENEITY IN INTERNAL REFERENCE PRICE FORMATION: SOME PRELIMINARY FINDINGS
Isabel Son, Jean-Pierre van der Rest
- LanguageENG
- URLhttp://db.koreascholar.com/Article/Detail/422642
Global Marketing Conference
2023 Global Marketing Conference at Seoul
(2023.07)
p.518
p.518
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Abstract
Internal reference price (IRP) is conceptualized as ‘a dynamic, internal price to which individuals compare the offered price of a product or service’. For this internal price, multiple conceptualizations and operationalizations have been proposed. This study finds heterogeneity in the use of reference price cues when consumers form an IRP and stablishes that seven distinct segments with different approaches can be can be distinguished.
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