# Professor Priya Raghubir illustrates how businesses use reference points on pricing to influence customer spending behavio

1 Faculty News December 16, 2019 ![Business Insider logo](/sites/default/files/styles/246w/public/assets/images/business%20insider%20logo.jpg?itok=0MJSCdPh)>

Excerpt from [Business Insider](https://www.businessinsider.com/how-royal-caribbean-gets-customers-spend-more-money-2018-4) -- "'These 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](https://www.stern.nyu.edu/faculty/bio/priya-raghubir), a marketing professor at New York University's Stern School of Business, told Business Insider."

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