C h a p t e r C h a p t e r 1010

10-2

10-1 10-2 10-3 10-4 10-5 10-6 10-7

10-3

1/3(price)

10-4

2/3

10-5

3/3

Lambert(1972)

10-6

1/6

(objective price)

10-7

2/6

(perceived price)

10-8

3/6

()

10-9

4/6

1

10-10

5/6

2 Zeithaml(1988)

10-11

1/3(reference price)

(internal reference price)

(adaptation level)(Thaler, 1985Grewal, et al, 1998)

10-12

2/3(normal price perception)

(internal reference price scope)

10-13

3/3(the lowest price perception)

(the highest price perception)

10-14

(external reference price)

10-15

10-16

1/2

(assimilation)

(discounting)

10-17

2/2(contrast)

10-18

()

(/)

3

10-19

10-5

10-20

4

10-21

1/4

10-22

2/4

10-23

3/4

10-24

4/4

10-25

10-26

10-27

10-28

10-29

8%

10-30

Predatory Dumping

Unintentional Dumping

10-31

Lexus

10-32

10-33

()

10-34

10-35

10-36

5

()

()

10-37

10-6

10-38

10-39

10-40

6

10-41

10-7

10-42

10-43

10-44

7

10-45

10-46

10-47

Cartels

OPEC

1/3 2/3 3/3 1/6 2/6 3/6 4/6 5/6 1/3 2/3 3/3 1/2 2/2 1/4 2/4 3/4 4/4 ()