Effects of seller-supplied prices on buyers' product evaluations:: Reference prices in an Internet auction context

被引：126

作者：

Kamins, MA ^{[1
]}

Drèze, X

Folkes, VS

机构：

[1] Univ So Calif, Marshall Sch Business, Los Angeles, CA 90089 USA

[2] Univ Penn, Wharton Sch, Philadelphia, PA 19104 USA

[3] Univ So Calif, Marshall Sch Business, Dept Mkt, Los Angeles, CA 90089 USA

来源：

JOURNAL OF CONSUMER RESEARCH | 2004年 / 30卷 / 04期

关键词：

D O I：

10.1086/380294

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

A field experiment investigated the impact of two external reference points under the seller's control on the final price of an auction. When an item's seller specified a high external reference price ( a reserve price), the final bid was greater than when the seller specified a low external reference price ( a minimum bid). When the seller provided both high and low reference prices, the reserve influenced the final bid more. The low reference price led to a lower outcome compared to when the seller did not communicate any reference price. The number of bidders influenced outcomes in the absence of seller-supplied reference prices.

引用

页码：622 / 628

页数：7

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