When Internal Reference Prices and Price Expectations Diverge: The Role of Confidence

Vol. XLIV (August 2007), 401–409 401 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Manoj Thomas is Assistant Professor of Marketing, S.C. Johnson Graduate School of Management, Cornell University (e-mail: mkt27@ cornell.edu). Geeta Menon is Professor of Marketing and Harold MacDowell Faculty Fellow, Leonard N. Stern School of Business, New York University (e-mail: [email protected]). This article is based on part of the dissertation of the first author under the supervision of the second. The authors thank members of the dissertation committee, Vicki Morwitz (cochair), Amitav Chakravarti, Tom Meyvis, Yaacov Trope, and Russ Winer, for their insightful comments on prior versions of this article. They also gratefully acknowledge the helpful comments from the two anonymous JMR reviewers. Gita Johar served as guest editor for this article.