Marketers advertising an artificially high "regular price" are unethically attempting to influence consumers' __________ perceptions.
A) fixed price
B) reference price
C) seasonal price
D) leader price
E) cost-based price

Question

Quizplus · Accepted Answer

Marketers advertising an artificially high "regular price" are attempting to influence consumers' reference price perceptions. The reference price is the price against which buyers compare the actual selling price, and marketers sometimes use the regular price as a reference to make promotional prices seem like better deals.

Marketers Advertising an Artificially High "Regular Price" Are Unethically Attempting