Made available in DSpace on 2009-11-18T19:01:04Z (GMT). No. of bitstreams: 1 ACF2A.pdf: 540435 bytes, checksum: 02b08025ebca17ef4bedc0c2f60159d9 (MD5) Previous issue date: 2006 / This thesis treats some variables that can influence the consumer’s perception in the context of price’s comparative analysis in a purchase process. These variables were: the products’s offer presentation, study’s respondents scholarship and the product’s familiarity of the respondents. This study’s importance is grounded in the needs of perception’s understanding of a advantage in a product buying process in face of these study’s variables influencies, with the purpose to put in practice the results in the retail market. The research was developed as an empirical study, at São Luís City(MA), using a sample of one hundred and ninety two respondents equally divided between students of median and high scholarship degree. The study’s respondents evaluated purchase situations in a fictitious cenarios with different products presentation’ offers, where advantage’s perception was evaluated in terms of the scholarships and familiarities used in the study. The theoretical background to the work development considered Prospect’s Theory from Kahneman and Tversky (1979) and Mental Accounting Theory of Thaler (1985). Due to the nature of the database, was used non-parametric statistical tests of Friedman,Kruskal-Wallis, Wilcoxon and Mann-Wihtney. The final results confirm the hypothesis raised, and generated background for future research involving the variable of familiarity related to product’s brands. / Essa dissertação trata de algumas variáveis que podem influenciar a percepção dos consumidores no contexto de análises comparativas de preços durante o processo de compra. As variáveis estudadas foram: a forma de apresentação das ofertas dos produtos, a escolaridade dos participantes do estudo e a familiaridade para com o uso do produto. A importância desse estudo está fundamentada na necessidade de entendimento de como a percepção de vantagem na aquisição de produtos ocorre na presença das variáveis de influência estudadas, com o propósito prático de aplicação dos resultados no mercado varejista. A pesquisa foi realizada por meio de um estudo empírico, na cidade de São Luís ¿ MA, utilizando uma amostra de cento e noventa e duas pessoas, divididas igualmente entre estudantes de escolaridade média e superior. Os participantes do estudo avaliaram situações de compra em cenários fictícios com formas de apresentação de ofertas distintas, em que a percepção de vantagem foi avaliada em função das escolaridades e das familiaridades utilizadas no estudo. A base teórica para desenvolvimento do trabalho considerou a Teoria dos Prospectos de Kahneman e Tversky (1979) e a Teoria da Contabilidade Mental de Thaler (1985). Em função da natureza da base de dados foram utilizados testes não-paramétricos de Friedman, Kruskal-Wallis, Wilcoxon e Mann-Withney. Os resultados obtidos confirmaram as hipóteses levantadas e geraram subsídios para pesquisa futura envolvendo o aspecto familiaridade relacionada às marcas. Palavras-chave: contabilidade mental, percepção, preço de referência.

以本論文研究不同價格呈現方式下，參考價格對消費者行為的影響，所採用的自變數為參考價格的高低、參考價格的表達語意與折扣幅度的大小。而欲衡量的變數是消費者對促銷的可信度、認知的價格標準移動程度、因促銷所知覺的節省程度及搜尋其它零售點所能產生的利益。 經過因子設計的實驗後，發現： 一、消費者所認知的最可能市價、最高市價、最低市價，在看過有外部參考價格的廣告後，不一定是以相同的方向作移動，且各別的移動百分比也不相同，所以必須各別來探討其效果。 二、出售價格的高低 (折扣幅度的大小) 會影響消費者對促銷所知覺的可信度的水準及消 費者認知最可能市價的移動程度，但不會造「最高」價格認知與「最低」價格認知移動程度的差異，且在節省知覺及知覺的搜尋利益上也無明顯效果。而且發現以下數點： (一)高出售價格的可信度大於低出售價格的可信度 (二)高出售價格造成的最可能市價上移程度大於低出售價格造成的最可能市價上移程度。 三、參考價格的高低會影響消費者對促銷所知覺的可信度、認知的最高市價、認知的最低市價、節省知覺，但卻無法影響認知中最可能市價及搜尋利益上的差異。並且發現以下數點： (一)以內部參考價作參考價及合理高參考價格的可信度大於誇大參考價格的可信度。 (二)以內部參考價作參考價與合理高參考價格造成最高市價認知上移程度小於誇大參考價格造成上移程度。 (三)以內部參考價作參考價格造成的最低市價認知上移程度大於誇大參考價格造成上移程度。(四)以內部參考價與合理高參考價格造成的節省知覺大於誇大參考價格所造成的節省知覺。 四、「過去售價」或「目前市價」來表達參考價格，只有在認知最高市價的移動比率上有所不同。且以「目前市價」造成的上移程度較大。 五、同時以「過去售價」表達誇大參考價格及「目前市價」表達合理高參考價格，比單一方式呈現單一參考價格而言 (一)認知的最低市價向上移動百分比最大 (二)知覺的搜尋利益最小，消費者最不願再尋求其它零售點。 也就是廠商若同時以過去售價及目前市價來表達價格標,且所標示價格要偏高,此時所產生的促銷效果較好,消費者較不願再尋求其他零售點進行交易。 六、加上以｢過去售價｣表達比實際出售價還低的參考價格，在促銷效果上並不比單一方式呈現參考價格或其他呈現方式來得好。

In this thesis, we develop a SKU level market basket model and apply the model to investigate cross-category reference price effects. This research extends previous work on the category-level multivariate logit model (Russell and Petersen 2000). Our model is a generalization of the multivariate logit model which allows for both complementarity and substitution effects at the brand level. The modeling effort in this thesis allows us to use conditional probability distributions of individual items to construct the final joint-distribution of all possible basket selections. The resulting model is very flexible and accommodates a large variety of market structure patterns. The model structure implies that the changes in brand-level marketing variables directly affect category incidence (by altering category attractiveness) and indirectly determine market basket composition. Because the model can be written in a closed form manner, we can easily study the pattern of brand price competition by computing a matrix of cross-price elasticities. We use scanner panel data for the yogurt category to demonstrate the structural flexibility of the model. The results from this application reveal asymmetric competition consistent with price-tier competition literature. We use this model to investigate how consumers' responses to reference prices within a category spillover into their choices across multiple categories. The notion is that a consumer's subjective judgment of the fairness of the price levels in one category influences the choice decisions of related items in other categories. We begin with building within-category SKU-level model based on previous findings from single category reference price models (i.e., internal versus external reference prices, asymmetric response due to loss aversion, and heterogeneity in response across consumers). We then develop four alternative model specifications for cross-category spillover effects and test competing theories about those effects. Using scanner panel data for detergent and softener categories, we discover valuable implications for reference price effects. First, SKU-level reference price effects exist and improve forecasting ability. Second, those reference price effects influence category attractiveness, but do no spillover across categories. Finally, category-level reference dependent evaluation may exist but not be important in forecasting.

本研究主要目的在探討價格離散對消費者價格知覺的影響。藉由心理物理理論—適應水準理論、範圍理論與範圍頻次理論，為理論基礎以預測價格刺激在價格離散市場對消費者價格知覺判斷的影響，且基於物理刺激與價格刺激的本質差異，針對價格刺激的價值特性，提出兩點作為價格離散效果的推論基礎。第一、消費者對金錢損失與利得的不對稱反應，使得消費者對低價刺激比高價刺激更敏感。第二、價格資訊複雜時，消費者傾向以價格帶的價格頻次作為處理價格資訊的捷思。本論文藉由三個系列研究，以實驗設計法，將價格離散的效果來源區分為平均價格、價格範圍、價格範圍端點與價格型態四方面探討。 研究一結果發現，價格範圍會降低消費者能接受的最低價格水準並影響消費者的預期最低價格。低平均價格則會降低消費者可接受的最高價格。因此，當市場價格離散程度提高，市場價格範圍變寬或平均價格降低時，會使得消費者的可接受價格帶價格水準降低。可接受價格帶降低會影響價格判斷結果。在消費者主觀知覺上，寬價格範圍使得消費者知覺價格離散程度提高，代表著知覺價格差異、知覺價格不一致與知覺價格混亂三方面的指標都提高。 研究二則進一步證實，市場低價端點與高價端點對消費者的影響權重並不對稱。結果顯示，低價端點的寬價格範圍組會拉低可接受價格帶，然而，高價端點的寬價格範圍組並不會提高可接受價格帶，這是由於消費者對低價與高價的不對稱反應，使得低價與高價對消費者的影響權重有別。同時，在少數低價端點的高價格離散市場，消費者會感受到較高的價格離散程度，主要反映在知覺價格差異與不一致程度；相對地，若是少數高價端點的高價格離散市場，知覺價格離散程度不會顯著提高。一般在運用心理物理理論時，並未提到低價端點與高價端點的相對影響上的不同，事實上則會降低理論預測消費者面對市場價格差異的真實反應。 研究三探討集中分佈與兩極分佈兩種價格型態的影響，結果顯示價格分佈對可接受價格並無顯著影響。然而，兩極價格呈現的是市場價格變異很大的高價格離散市場，確實消費者的知覺價格離散亦有大於集中價格的情況，主要反映在知覺價格混亂程度方面。因此，欲瞭解價格離散對消費者價格知覺的影響，則需從平均價格、價格範圍與價格範圍端點分析之。 / The main purpose of this dissertation is to explore the impact of price dispersion on consumers’ price perception. Borrowing from psychophysics theories, such as Adaptation-Level Theory, Range Theory and Range-Frequency Theory, this research predicts how price stimuli in a product market with high price dispersion have effects on consumers’ price perception and judgments. On top of the difference between physic stimuli and price stimuli which has monetary value attached in nature, two assumptions are proposed for hypothesis inferences. First, consumers have asymmetric responses towards monetary loss and monetary gain, which make them more sensitive to low prices than high prices. Second, consumers tend to use relative price frequency among different price zones as a heuristic to process complicated price information. Therefore, this dissertation conducted three studies, all with experimental designs, to explore the effects of price dispersion from four dimensions- price mean, price range (width), extremely high or low prices and price pattern. This dissertation includes three studies. Study one was designed to explore the effect of price mean and price range. The result indicated that wide price range lowered down the lower boundary of acceptable price. Meanwhile, price range has effect on consumers’ lower boundary of expected price. In contrast, lower mean marked down the upper boundary of acceptable price. Thus, in a market of high price dispersion, the wide price range or lower mean tends to lower down the level of acceptable price, which further influences consumers’ price judgment. In addition, wide price range raised a consumer’s perceived price dispersion, which could be measured from higher perceived price difference, higher perceived price inconsistency and higher perceived price chaos. Study two focused on the effect of extreme prices under high price dispersion. Wide price range with relatively fewer extremely low prices maked down the range of acceptable price. However, wide price range with relatively fewer extremely high prices had no impact at all. This is because of consumers’ asymmetric responses towards low prices and high prices, which make consumer more sensitive to lower prices than high prices. Consumers’ perceived high price dispersion aroused by fewer extremely low prices was mainly the perception of high price difference and price inconsistency. In contrast, fewer extremely high prices would not enhance perceived price dispersion. Past application of psychophysics theories to predict the effect of price stimuli did not emphasize the different weight of low and high prices on consumers’ perception. Then the theories could not fully predict consumers’ real perception of market price difference. Study three further explored the effect of price pattern by comparing two price patterns, normally-centered and bipolarly-separated. The result indicated no effect on the range of acceptable price, but two patterns differed in their perceived price dispersion. What the pattern of bipolarly-separated represented was a market with high price variances, which also led consumers to perceive higher price dispersion, especially higher price chaos. Accordingly, the overall effect of price dispersion should be analyzed through the effect of mean, price range and extreme prices.

本研究旨在探討價格促銷型式，廣告參考價格與原產國對 消費者的品質 評價與購買意願之影響。本研究以政大商學院 一、大二１７６位學生為 對象，而以成衣為作為研究產品，簽罌情砭情砭惘]子實驗設計進行研究 。主要的統計分析方法隻h變量多異數分析，且以ＳＡＳ作為本研究之分 析工具。主n研究結果如下：? 不同的價格促銷型式對消費者的品質評價 無顯著的影響效 果，但平均而言，消費者在品質認知上，對以打折方式 促 銷的成衣仍高於以特價方式促銷的成衣。? 不同高低水準的廣告參 考價格，對消費者的品質認知有顯 著的影響效果，亦即較高的廣告參考 價格使消費者產生較 高的品質認知。? 受試者對美製成衣的品質認知 高於台製成衣。

本文主要探討「最低購買金額門檻」促銷，例如、「滿一千送一百」、「滿三千送三百」等對於消費者購物行為之影響。分為兩大研究主題：研究主題一旨在探討「最低購買金額門檻」促銷對購物決策與認知之影響，透過實地賣場購物實驗，瞭解該促銷能否提高購買金額、令消費者傾向去計算購買商品總價格，及帶來較高之知覺交易效用。 研究主題二則根據研究一中發現「最低購買金額門檻」促銷下消費者會傾向於心中計算總價格之結果，進一步探究該促銷是否會影響消費者對價格的認知，包括如價格記憶的正確性、及內部參考價格的影響，透過型錄購物及電腦網頁模擬購物之實驗來驗證。 根據上述兩大研究主題，本文中進行了三個實驗，皆同樣以提供10%折扣幅度，但未設定購買金額門檻的「九折優惠」促銷來做為控制組：研究一實驗在實際書店賣場舉行，以賣場門口發放三種促銷 (滿一千送一百、滿五百送五十、及九折優惠)折扣券方式，購物結束後再透過購物發票、賣場銷售資料及問卷衡量，瞭解消費者當日購物行為結果。 研究二則透過實驗室實驗法，以商品型錄模擬購物來瞭解消費者在「滿千送百」與「九折優惠」促銷下回憶商品價格正確性之差異；研究三實驗以電腦網頁模擬百貨公司購物，先讓受測者在兩種促銷 (滿三千送三百、九折優惠)情境下購買商品，觀察他們購物接近促銷金額門檻時，購買最後一件商品的選擇結果，之後再請受測者賣回所購買商品，並藉由訂價過程瞭解其內部參考價格水準。 本研究的主要發現，對於消費者購物行為影響方面：(1)「最低購買金額門檻」促銷確實能夠提高消費者購買的金額，符合定錨調整理論 (Tversky and Kahneman, 1974)推論之結果；(2)兩種促銷下的知覺交易效用結果則無法證實，推測由於實驗中「滿千送百」贈送的現金是緊接著消費決策後發生，延遲得到小額利得的感受不夠明顯，使得銀線原則 (Thaler, 1985)無法被驗證。 對於商品價格認知影響方面：(1) 當購買金額超過促銷門檻時，「最低購買金額門檻」促銷下的內部參考價格高於「直接折扣」促銷者；(2)在該促銷下消費者在心中計算總價格的比例明顯高於「直接折扣」促銷；(3)在該促銷下消費者因為必須計算總價格，使得價格回憶的正確性提高；(4)透過內部參考價格間接推估「最低購買金額門檻」促銷在購買金額超過促銷門檻時，有較高之交易效用。 / The present research explores the effects of “the minimum purchase requirement promotions” on consumers’ purchasing behavior. Study 1 examined consumers’ purchasing decisions in a field experiment with three types of promotional coupons randomly handed to customers: Purchase over $1000 and get a $100 cash reward, purchase over $500 and get a $50 cash reward, or 10% off price discount. Consumers’ invoices from the bookstore’s database were recorded, and questionnaires were used to measure transaction value and how these promotions influenced consumers’ shopping spending, and tendency to calculate total expense. Study 1’s findings show that consumers tend to calculate total expense under “the minimum purchase requirement promotion”. Study 2 and Study3 explored how this promotional type influences on consumers’ price cognition, including price recall accuracy and internal reference price. In Study 2, laboratory experiment was used: (a) purchase over $1000 and get a $100 cash reward and (b) 10% off price discount through manipulated catalog shopping. Study 3 was a computer-manipulated shopping experiment, with participants purchasing product in the shopping stage of experiment and selling the products in a later auction to ascertain their internal reference price under two different promotional frames (purchase over $3000 and get a $300 cash reward, and a 10% off price discount). Major findings about consumers’ purchasing decisions were: (a) as the inference of anchoring and adjusting heuristic theory (Tversky and Kahneman, 1974), consumers increase their spending; (b) the “requirement promotion” improvement of consumers’ transaction value cannot be proved as the inference of silver linings principle (Thaler, 1985) because the time delay was not obvious in the experiment. The results of the influence on price cognition were: (a) “the minimum purchase requirement promotion” had a higher internal reference price than regular price discount with total expense over the promotional threshold; (b) this promotion will increase consumers’ tendency to calculate total expense; (c) consumers have higher price recall accuracy in this requirement promotion; and (d) the internal reference price was used to infer that this promotion might have a higher transaction value with total expense over the promotional threshold.

Part one of the thesis studies differential diagnosticity towards substantive extrinsic information available in the environment. This research tests the interaction between regulatory focus and availability of extrinsic-substantive information such as consensus information, on the range of acceptable price. Prior research on regulatory focus led us to two divergent predictions. Our findings lend support to the asymmetric-elaboration account. Under this account, only prevention-oriented consumers are likely to change their acceptable price range if combinations of favorable-and-unfavorable consensus information are available in the environment, while promotion-oriented consumers disregard such information. We find that this difference is due to the differences in the level of difficulty experienced in specifying acceptable price range across the two regulatory foci. Further, we also undertake random-parameters regression models that provide unique general findings. For example, we find that for promotion-oriented consumers it is their high-level product construal, while for prevention-oriented consumers it is their low-level product construal that influences their respective acceptable price ranges, irrespective of level of external information available. Theoretical and managerial implications are discussed.

The global anti-dyslipidemic market grew by 19% from 2000 to 2001, achieving sales of over $21 billion (Smith, 2004: 2). This market is currently well sewed by a number of effective and well-tolerated treatments. Lipid-lowering drugs are considered as the first choice drugs in control of dyslipidemias and they are well tolerated by most patients. As with many drug therapies, there should be a balance between the benefits of cholesterol lowering agents, increased medication cost and the overall risk of adverse drug reactions. According to Ballesteros (2001: 514), hypolipidemic drugs are consumed on a large scale and most consumers are elderly. This warrants a study of expenditure incurred because of inadequate prescribing of these agents. The general objective of this study was to determine the utilisation and cost of hypolipidemic drugs in the private health care environment in South Africa. A quantitative retrospective drug utilisation review was performed using a medicine claims database. Data for twenty-four consecutive months (May 1, 2001 to April 30, 2003) were used to determine and compare the utilisation patterns and cost of drugs associated with the management of dyslipidemia a year before (1st May 2001 to 30 April 2002) and a year after (1st May 2002 to 30 April 2003) the implementation of a medicine reference price system (MPL). Data analysis was done by calculating the average value, the standard deviation, effect size, and cost-prevalence indices. The results of this study revealed that hypolipidemic drugs constituted 2.70% (n = 21820911) and 2.78% (n =27277825) of the total number of all medicine items for the first and the second study years respectively. On the other hand, the total cost of all hypolipidemic drugs accounted for 6.33% (n= R3 097 604 602) and 6.23 % (n= R 4 053 280 295) of the total cost of all medicine items claimed during the first and the second study years respectively. The prevalence of generic hypolipidemic drugs accounted for 0.89% (n=589036) and 4.88% (n=759675) of the total number of hypolipidemic drugs claimed during the first and second study year respectively. Innovator drugs, on the other hand, constituted 99.1 1% (n=589036) and 95.11% (n=759675) of the total number of hypolipidemic drugs claimed during the first and second study years respectively. It was found that R23 694.5 and R603 277.36 could have been saved for generic bezafibrate and generic simvastatin respectively if they had been sold at ME'L prices. The total cost of generic hypolipidemic drugs accounted for 0.60% and 2.94%. The total cost of innovator hypolipidemic drugs accounted for 99.40% and 97.06% of the total cost of hypolipidemic drugs claimed during the first (n=R 196 076 050) and second (n=R 252 919 285) study year respectively. With respect to the prescribed daily dose, it was found that most prescriptions for individual hypolipidemic drugs did not conform to the defined daily dose. It was, however, found that most prescriptions whose prescribed daily dose was for one tablet once daily and whose strength was similar to the defined daily dose conformed to the defined daily dose. The conclusion is that there was an insignificant difference in both the prevalence and cost of hypolipidemic drugs a year before and after the implementation of MPL. It was further concluded that increased utilisation of generic hypolipidemic medicine items a year after the implementation of the MPL, could have been brought about by the introduction of generic simvastatin into the market as opposed to the implementation of the MPL. Recommendations for further studies will be formulated. / Thesis (M.Pharm. (Pharmacy Practice))--North-West University, Potchefstroom Campus, 2005.

The global anti-dyslipidemic market grew by 19% from 2000 to 2001, achieving sales of over $21 billion (Smith, 2004: 2). This market is currently well sewed by a number of effective and well-tolerated treatments. Lipid-lowering drugs are considered as the first choice drugs in control of dyslipidemias and they are well tolerated by most patients. As with many drug therapies, there should be a balance between the benefits of cholesterol lowering agents, increased medication cost and the overall risk of adverse drug reactions. According to Ballesteros (2001: 514), hypolipidemic drugs are consumed on a large scale and most consumers are elderly. This warrants a study of expenditure incurred because of inadequate prescribing of these agents. The general objective of this study was to determine the utilisation and cost of hypolipidemic drugs in the private health care environment in South Africa. A quantitative retrospective drug utilisation review was performed using a medicine claims database. Data for twenty-four consecutive months (May 1, 2001 to April 30, 2003) were used to determine and compare the utilisation patterns and cost of drugs associated with the management of dyslipidemia a year before (1st May 2001 to 30 April 2002) and a year after (1st May 2002 to 30 April 2003) the implementation of a medicine reference price system (MPL). Data analysis was done by calculating the average value, the standard deviation, effect size, and cost-prevalence indices. The results of this study revealed that hypolipidemic drugs constituted 2.70% (n = 21820911) and 2.78% (n =27277825) of the total number of all medicine items for the first and the second study years respectively. On the other hand, the total cost of all hypolipidemic drugs accounted for 6.33% (n= R3 097 604 602) and 6.23 % (n= R 4 053 280 295) of the total cost of all medicine items claimed during the first and the second study years respectively. The prevalence of generic hypolipidemic drugs accounted for 0.89% (n=589036) and 4.88% (n=759675) of the total number of hypolipidemic drugs claimed during the first and second study year respectively. Innovator drugs, on the other hand, constituted 99.1 1% (n=589036) and 95.11% (n=759675) of the total number of hypolipidemic drugs claimed during the first and second study years respectively. It was found that R23 694.5 and R603 277.36 could have been saved for generic bezafibrate and generic simvastatin respectively if they had been sold at ME'L prices. The total cost of generic hypolipidemic drugs accounted for 0.60% and 2.94%. The total cost of innovator hypolipidemic drugs accounted for 99.40% and 97.06% of the total cost of hypolipidemic drugs claimed during the first (n=R 196 076 050) and second (n=R 252 919 285) study year respectively. With respect to the prescribed daily dose, it was found that most prescriptions for individual hypolipidemic drugs did not conform to the defined daily dose. It was, however, found that most prescriptions whose prescribed daily dose was for one tablet once daily and whose strength was similar to the defined daily dose conformed to the defined daily dose. The conclusion is that there was an insignificant difference in both the prevalence and cost of hypolipidemic drugs a year before and after the implementation of MPL. It was further concluded that increased utilisation of generic hypolipidemic medicine items a year after the implementation of the MPL, could have been brought about by the introduction of generic simvastatin into the market as opposed to the implementation of the MPL. Recommendations for further studies will be formulated. / Thesis (M.Pharm. (Pharmacy Practice))--North-West University, Potchefstroom Campus, 2005.

Submitted by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-25T18:05:03Z No. of bitstreams: 1 Dissert_31ago_2010 _Cleverson_.pdf: 474989 bytes, checksum: fc7c4a876917d9bfebc1be6559068332 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-25T18:05:18Z (GMT) No. of bitstreams: 1 Dissert_31ago_2010 _Cleverson_.pdf: 474989 bytes, checksum: fc7c4a876917d9bfebc1be6559068332 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-25T18:05:29Z (GMT) No. of bitstreams: 1 Dissert_31ago_2010 _Cleverson_.pdf: 474989 bytes, checksum: fc7c4a876917d9bfebc1be6559068332 (MD5) / Made available in DSpace on 2013-10-25T18:05:38Z (GMT). No. of bitstreams: 1 Dissert_31ago_2010 _Cleverson_.pdf: 474989 bytes, checksum: fc7c4a876917d9bfebc1be6559068332 (MD5) Previous issue date: 2010 / Muitos trabalhos estrangeiros e alguns trabalhos brasileiros indicam que os consumidores têm um preço de referência em sua mente ao analisar o preço de um bem em particular, sendo este processo interno, externo ou ambos. Verifica-se também que o modo como as situações no momento da compra são apresentados (efeito framing) também influencia o processo decisório. Estes fenômenos têm sido explicados por estudos comportamentais e de constructos psicológicos. Este trabalho tem como objetivo explorar o efeito do crédito (em particular as compras parceladas) e do efeito framing nos preços de referência. O motivador deste estudo foi o grande volume de linhas de crédito que tem sido oferecido no mercado brasileiro. A maior parcela dos respondentes (41%) pertence a classe C que representa maior fatia de renda nacional e correponde a cerca de 103 milhões de pessoas (dados de agosto de 2010) e tende a evoluir para 56% da população (113 milhões até 2014). O método de pesquisa usado foi o experimental com manipulação por instrução. Pode-se confirmar a hipótese de que o preço de referência pode apresentar uma variação onde a sensação de perda é reduzida ao ser transferida para o longo prazo ou simplesmente anulada pela satisfação imediata de posse do bem. Não se pode confirmar hipótese de que o crédito pode influenciar a formação de preços de referência. Contudo, pode-se explorar o tema e fornecer bases para motivar pesquisas futuras a respeito. / Several studies performed abroad and some brazilian ones indicate that customers have a reference price in mind when evaluating the price of one particular good, which can be whether internal, external or both. Besides, it can be noticed the way that the situations are presented (framing effect) have influence in the decision making process. These phenomena have been explained by behavioral studies as well as with psychologic constructs. The objective of this study is to explore the effect of the credit and the framing effect in the reference price. The motivation of this study is the great volume of credit that has been offered in the brazilian market. The majority of the people who answered the research (41%) belongs the C class that represents the largest portion of income in the national scenario and corrensponds to about 103 million of people (information of August/2010) and tends to grow to up to 56% of the population (113 million up 2010). The method of research used was experimental with manipulation thru instruction. It could be confirmed the hypothesis that the reference price can suffer a variation where the sensation of loss is reduced or transferred to the long term or simply cancelled by the immediate satisfaction of ownership of the good. It could not be confirmed the hypothesis that the credit can influence the reference price. However, the theme could be explored and offer a basis for future researches about the subject.