This paper develops a joint pricing and ordering model for deteriorating items in the presence of reference price effect, in which demand is dependent on price and reference price simultaneously, deterioration rate is constant, and shortages are not allowed. We discuss the optimal pricing and ordering decision problems for retailers under symmetric reference price effect and asymmetric reference price effect, respectively. The structure properties of models is proved, and the algorithms for two cases are proposed. Nnumerical examples are given to analyze the impacts of reference price effect and deterioration rate on the optimal solutions, and explore the relationship of the optimal solutions between two cases. The results show that it is always profitable for the retailer faced with reference price dependent consumers to improve consumers' reference price through marketing strategies. For high deterioration rate products, the retailer is suggested to maintain a stable ordering strategy, and pay more attention to pricing strategy. As consumers' reference price gradually increases, the retailer faced with loss averse consumers should change his pricing and ordering strategy slowly, but not sharply.