“…Kahneman and Tversky (1979) made one of the first attempts to incorporate reference points into preference models, subsequently widely applied in different areas. In consumer behaviour area, researchers verified the effect of reference points on consumer preference and choice (Dhar et al., 1999; Dhar & Simonson, 1992; Kim, Lee, et al., 2020; Kim, Seung, et al., 2020). In decision‐making area, reference points play a very important role in explaining effects such as the status quo bias and endowment effect (Johnson et al., 1993; Kahneman et al., 1990; Thaler, 1980).…”