Professor Priya Raghubir discusses how merchants use price reference points as a sales strategy
Excerpt from Business Insider -- "'[Reference points] are used on price tags. These are used in advertising. This is used inside retail stores on signage. All of which are ways to try and get you to anchor on a particular price, so it is against that price that you would then evaluate the current offering,' Priya Raghubir, a marketing professor at New York University Stern School of Business, told Business Insider."