Cristian Enrique Geldes, Valle Barra, Mauricio, Magner Pulgar, Nicolás, Lavín Salazar, Jaime.
Journal of Consumer Behaviour.
2017.
This study conducted two experiments to assess consumers willingness to pay or the expected quality in response to different levels of contradictory contextual information (regarding price and quality) and the presence of anchors in the form of past price paid. First, the results show that the contextual information was decisive in the formation of reference prices that affect the willingness….