A firm that wants to increase the price should “nibble” at price increases.  That is, the increases must be small.  Preferably, small enough to be within the latitude of price acceptance which will mean that there will be no impact on the probability of purchase.  With the increase price, the reference price will also increase in the adaptive model.  As the reference price increases, price latitude will increase.  So, there is much benefit in small increments of price increases.