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| Author: | Jacobson, R. Obermiller, C. |
| Title: | The Formation of Expected Future Price: A Reference Price for Forward-Looking Consumers |
| Journal: | Journal of Consumer Research
1990 : MAR, VOL. 16, p.420-432 |
| Index terms: | CONSUMER EXPECTATIONS PRICES SPENDING PATTERNS |
| Language: | eng |
| Abstract: | A consumer's expectation of the future price of a brand plays an important role in the decision of whether to buy now or later. Arguments are presented for considerations of expected future price as an important reference point in the purchase decision.It is shown that alternative conceptualizations of reference price lead to questionable assumption in modeling applications. |
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