PhD defence

Consumer heterogeneity in internal reference price formation

• L.I. Son

Date

Wednesday 15 April 2026

Time

11:30 - 12:30 hour

Address

Academy Building
Rapenburg 73
2311 GJ Leiden

Supervisor(s)

• Prof.dr. J.P. van der Rest
• Prof.dr. R.J. Blomme

Summary

The dissertation demonstrates that inherent heterogeneity among individuals influences the formation of internal reference prices (IRPs). In addition to exposure to price information, internal organic traits and characteristics determine attitudes toward price information. The application of various purchase decision heuristics regarding price information and price information internalization determine differences between how and which reference price signals people use. By reviewing the literature, segmenting buyers based on price information positions, and introducing new measurement tools, the study explains the inconsistency in previous research findings on IRP formation. The research contributes to the theory and practice of behavioral pricing theory and behavioral economics regarding price perception.

PhD dissertations

Approximately one week after the defence, PhD dissertations by Leiden PhD students are available digitally through the Leiden Repository, that offers free access to these PhD dissertations. Please note that in some cases a dissertation may be under embargo temporarily and access to its full-text version will only be granted later.

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