利用提供廣告參考價格來提升消費者的價格認知，是零售商最偏愛且簡便有效的行銷方法，但那些脈絡線索與參考價格訊息的搭配效果最佳，則少有研究加以探討。本研究是以參考價對價格認知的影響為基礎，探討脈絡線索對消費者價格認知的影響，同時引入認知需求為干擾變項。研究發現脈絡線索與參考價格訊息的搭配可提高價格認知，而消費者的認知需求差異也確實會影響參考價格的影響力。

Using reference price to enhance customers’ price perception is one of retailers’ favorite marketing method. However, few research is designed to study the relationship among contextual cues, reference price and consumer’s price perceptions. This study investigated the effect of reference price and contextual cues on consumers’ price perceptions. Need for cognition was examined whether it will moderate the relationship between independent variables and dependent variables. The results of this study concluded that the interaction of contextual cues and reference price can enhance consumers’ price perceptions. Furthermore, Need for cognition is a good moderator in the effect of reference price information on consumers’ price perception.