促銷活動就是廠商為了提高產品的銷售量，針對消費者所建立的有效性、短期性的衝擊活動。而廠商為了增加交易的價值除了改變折扣幅度的大小之外，還可以操弄促銷的方式，藉以影響消費者的交易知覺，進而刺激甚至是改變消費者的對產品的知覺價值。促銷方案又可分為金錢和非金錢促銷，當消費者所接收到的是金錢的促銷方案(如：價格折扣)時，因為折扣的單位和金錢成本相同，所以消費者會認為是金錢成本付出上的減少，進而將金錢的促銷方案視為減少損失；當消費者在面對非金錢的促銷方案(例如：買一送一或贈品促銷)時，贈送的單位是可以得到更多的產品或者是其他的贈品，所以消費者較容易把非金錢的促銷視為增加額外的利得。根據過去的文獻指出，消費者會因為促銷活動而產生負面品質的訊號，而且當消費者在面對損失時會比面對利得時反應來得強烈，故金錢的促銷方案比非金錢的促銷方案更容易降低消費者的參考價格。本研究設計了三種促銷情境，分別是：金錢---兩件五折、非金錢---買一送一和贈品促銷，來驗證此理論的真實性。因此，本研究以手工香皂為產品來探討以下議題：促銷方式的不同對於消費者內部參考價格的影響程度差異，當消費者面對金錢促銷方案是否會比非金錢的促銷方案，產生較低的內部參考價格，進而對消費者的知覺價值造成影響。
研究結果顯示，金錢和非金錢的促銷方案都會降低消費者的內部參考價格，而金錢的促銷方案確實比非金錢的促銷方案對於消費者的內部參考價格影響較大，且會影響到消費者的知覺價值。

Companies use sales promotions to increase sales volume, especially in building effective and short-run activities for their consumers. Companies not only change the scale of discount, but also manipulate the content of sales promotions, further influencing consumers’ perceived transaction, further affecting consumer’s perceived value. Sales promotion can be categorized into monetary and nonmonetary. When consumers receive monetary promotion (e.g. price discount), consumers regard it as decreasing in cost, and consider monetary promotion as reduced loss; when consumers receive nonmonetary promotion (e.g. buy one get one free or bonus gift), it has the commensurable unit to product’s price (e.g. extra product offers), so consumers will consider nonmonetary promotion as an extra gain.
According to past studies, consumers receive a negative quality signal when sales promotions are presented. To consumers, facing loss has stronger effect than facing gain. Compared to nonmonetary promotion, monetary promotion is easier to decrease consumer’s reference price. My research designs three scenarios of sales promotions, including monetary promotion: two pack 50%off, nonmonetary: buy one get one free and bonus pack, to testify this theory. My research purpose is to discuss whether monetary promotion have a stronger decrease of inner reference price for consumers. Further to produce negative quality of products, leading to affect the consumers’ perceived value of purchase.
Results of this research indicate that monetary and nonmonetary promotion both affect consumers’ inner reference price. Monetary promotion indeed has a stronger effect on consumers’ inner reference price and perceived value of purchase as compared to nonmonetary promotion.

中文部分
葉俐萱(2013).促銷框架和參考價格---以牙膏為例.成功大學企業管立研究所碩士論文
英文部分
Aaker, David A.(1996),Building Strong Brand,New York,The Free Press
Abhijit Biswas & Edward A. Blair (1991). Contextual Effects of
Reference Prices in Retail Advertisements. Journal of
Marketing, Vol. 55, No. 3 (Jul., 1991), pp. 1~12
Campbell ,L.& Diamond, W.D. (1990),The Framing of Sales Promotions:
Effects on reference price change, Advances in consumer Research, 16(1),pp.241~247
Diamond, W. D. 1992. Just what is a dollar’s worth? Consumer
reactions to price discounts vs. extra product promotions.
Journal of Retailing, 68 (3): 254~270
Dodds, W. B. and K. B. Monroe and D. Grewal(1991).”Effect of Price,
Brand and Store Information on buyers’ Product Evaluation,”
Journal of Marketing Research, 18 (August).pp307~319
Grewal, Dhruv & R. Krishnan (1998), The Effects of Store Name,
Brand Name, and Price Discounts on Consumers’Evaluations and
Purchase Intentions, Journal of Retailing, Vol74.(Fall),
Issue.3, pp.331~352
Hartley, Steven W., & Cross, James. (1988). How Sales Promotion Can
Work For and Against You, Journal of Consumer Marketing, 5(3),
35
Kahneman, D & Tvesky, A (1981), The Framing of Decisions and the
Psychology of Choice, Science, 211, pp.453~458
Kotler, P. (1997), Marketing management: analysis, planning,
implementation, and control: Prentice Hall International.
Lowengart, Oded. (2002), Reference Price Conceptualisations: An
Intergrative Framework of Analysis. Journal of Marketing
Management, 18(1/2), 145~171
Mishra, A. & Mishea, H. (2011), The Influence of Price Discount
Versus Bonus Pack on the Preference for Virtue and Vice Foods,
Journal of Marketing Research, 48(1), pp.196~206
Monroe, Kent B. (1990), Pricing: Making Profitable Decisions,2nd Ed.,
McGraw-Hill Publishing Company, p.77
Oliver, R. L., & Desarbo, W. S. (1988). Response determinants in
satisfaction judgment.Journal of Consumer Research, 14(4),
495~507
Olsavsky, Richard W.(1985), Perceived Quality in Consumer Decision
Making: An Integrated Theoretical Perspective, in Perceived
Quality, MA: Lexington Books,pp. 3~29
Raghubir, P. and K. Corfman, 1999. When Do Price Promotions Affect Pretrial
Brand Evaluations? Journal of Marketing Research, 36(3): 211-222
Sherif, Caroly W. (1963), Social Categorization as a Function of
Latitude of Acceptance and Series Range, Journal of Abnormal and
Social Psychology, Vol.67, pp.148~156
Smith, M. F., & Sinha, I. 2000. The impact of price and extra product
promotions on store preference. International Journal of Retail
& Distribution Management, 28 (2): 83~92
Thaler, R. (1985), Mental Accounting and Consumer Choice, Marketing
Science, Vol.28, No.2, pp.278~290
Zeithaml, Valarie A.(1988), “Consumer Perceptions of Price,Quality
and Value:A Means-End Model and Synthesis of Evidence”,Journal
of Marketing ,Vol.52(July),pp.2~22