Frontiers: Framing Price Increase as Discount: A New Manipulation of Reference Price

This paper investigates a newly observed pricing practice by which a seller frames a price premium as a discount by simultaneously increasing the price and introducing a list price.

• 저널Marketing Science · 42(1) · 37–47
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mksc.2022.1402
• 저자Sungsik Park, Man Xie, Jinhong Xie