Using Artificial Neural Nets to Specify and Estimate Aggregate Reference Price Models

  • Martin Natter
  • Harald Hruschka
Part of the Advances in Computational Management Science book series (AICM, volume 1)


Reference price theories provide behavioral explanations of certain dynamic price effects. These theories postulate that consumers compare internal prices (reference prices) to observed actual prices. Together with other factors this comparison determines purchase decisions (Winer 1988). Consumers consider reference prices that lie above actual prices as gain. On the other hand, if reference prices lie below actual prices, consumers feel a loss. Favorable (unfavorable) evaluation of observed prices of a brand increases (decreases) its market share.


Market Share Rational Expectation Reference Price Hide Unit Price Equation 


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Copyright information

© Springer Science+Business Media Dordrecht 1998

Authors and Affiliations

  • Martin Natter
    • 1
  • Harald Hruschka
    • 2
  1. 1.University of EconomicsViennaAustria
  2. 2.University of RegensburgRegensburgGermany

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