Le concept de prix de référence dans le comportement du consommateur : D'une revue de la littérature à l'élaboration d'un modèle prix de référence-acceptabilité
Restricted accessResearch articleFirst published online June, 1993
Le concept de prix de référence dans le comportement du consommateur : D'une revue de la littérature à l'élaboration d'un modèle prix de référence-acceptabilité
L'objet du présent article est de présenter le concept, récent, de prix de référence. Au-delà d'une revue de la littérature, l'élaboration d'un modèle conceptuel, fondé sur les notions de prix de référence et d'acceptabilité, permet d'identifier trois phases dans le processus décisionnel du consommateur. L'analyse des implications, explicatives et opérationnelles, de l'existence de prix et de catégories de référence révèle la richesse potentielle de ce concept intégrateur.
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