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Research Paper | Economics | Volume 15 Issue 8, August 2026 | Pages: 707 - 714 | India
The Effect of Reference Prices Anchoring on Price Perception and Purchase Intent in Online Retail among High School Students: A Secondary-Data Analysis of Reference Price Effects on Willingness to Pay
Abstract: This study investigates the effect of reference price, anchoring on price perception, and willingness to pay (WTP) in online retail stores among high school students through a secondary data research design. Rather than collecting primary data, this study synthesises evidence from published experimental studies on anchoring bias, publicly available, consumer data sets, and archival online retail pricing data to examine how crossed out "original price" influences a consumers' evaluation, and perception of discounted products. A structured literature synthesis is completed by an analysis of real e-commerce listings to compare pricing methods across youth specific products categories, including electronics, apparel, and gaming accessories. Where available age disagreed, consumer survey data are used to strengthen the relevance of the findings to adolescent consumers. The analysis will evaluate the relationship between reference price display, perceived product value, deal, attractiveness, and willingness to pay while considering the modernity influence of product, category and financial literacy. The coherent evidence indicates that high reference prices consistently increase perceived value and willingness to pay by serving as a cognitive anchor, although the magnitude of the effect varies across the context. Defining contribute to behavioural economics research and have implications for consumer protection policy, financial literacy, education, and ethical digital pricing practices aimed at consumers.
Keywords: Anchoring Bias, Reference Pricing, Willingness to Pay, Online Consumer Behaviour, High School Students
How to Cite?: Sneha Agarwal, "The Effect of Reference Prices Anchoring on Price Perception and Purchase Intent in Online Retail among High School Students: A Secondary-Data Analysis of Reference Price Effects on Willingness to Pay", Volume 15 Issue 8, August 2026, International Journal of Science and Research (IJSR), Pages: 707-714, https://www.ijsr.net/getabstract.php?paperid=SR26810210859, DOI: https://dx.doi.org/10.21275/SR26810210859