Built on reference dependence, this study investigated how the framing of cost information affects perceived gains and losses, and tested the mediating roles of gain and loss perceptions in the relationship between cost information and price fairness, which in turn, increase buying intentions toward the apparel brand. A between-subjects study was designed to test the hypotheses and our sample consisted of a total of 804 U.S. participants who responded to our online survey. The results showed that disclosing the true cost and markup of a product along with its retail price was a more effective way to increase the perceived gain of buying and also the loss of not buying the product than when only the retail price was presented. Differently framed cost information triggered price fairness and buying intentions only through gain perceptions, but not through loss perceptions. The results of this research demonstrate the power of cost transparency using reference points for effective apparel brand strategies. Theoretical and practical implications were also discussed.

中文翻译：

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有效的成本透明度是否会增加价格公平性？服装品牌战略分析

本研究基于参考依赖，调查了成本信息的框架如何影响感知收益和损失，并测试收益和损失感知在成本信息与价格公平性之间的关系中的中介作用，这反过来又增加了对服装的购买意愿牌。设计了一项受试者间研究来测试假设，我们的样本包括总共 804 名对我们的在线调查做出回应的美国参与者。结果表明，与仅提供零售价相比，披露产品的真实成本和加价以及零售价是增加购买感知收益和不购买产品损失的更有效方法。不同框架的成本信息只能通过获得感知来触发价格公平和购买意向，但不是通过损失观念。这项研究的结果证明了使用有效服装品牌战略参考点的成本透明度的力量。还讨论了理论和实践意义。