The Model Of How Internal Reference Price Formed

Generally, IRP is assumed to a price stored in memory on the basis of perceptions of actual, fair, or other price conceptions. These views of concept raise some model about reference formation, and most of the model put more weight on past prices. Using past actual prices to estimate the consumers' price expectation for the coming period implies that researchers assume the consumers were exposed to the product's price at these shopping occasions and therefore may have memorized it. However, some of researchers have demonstrated that consumers are not very likely to remember past prices paid or observed in stores.This paper proposes and tests a psychological model for how reference prices are formed. In this article we argue that the price information is perceived unconsciously and processed automatically. Furthermore, we argue that reference price of a particular product is inferred by the subjective correlation of the attributes witch acquire from former experiences. Thus we argue that RP is based on an automatically infer, it is a kind of implicit learning from experiences.In experiment one, the author use the abstract geometrical figure to study the acquirement process of complex rule. Experiment two use the real merchandise picture to detect the basic factors that determine IRP formed.The results of these studies prove that subjects can learn some kind of knowledge about rule and automatically use it. Memory as well as inference play important role in the process of IRP formed.