NEW DIRECTIONS IN BEHAVIORAL PRICING

Behavioral pricing research is viewed as central to academic marketing research as well as strategic pricing. The objective of this book is to introduce new research directions in Behavioral Pricing. It investigates how consumers perceive, evaluate, and integrate prices with other factors to make value, fairness judgments and product and brand choices. Encompassing customer price-related attitudes, knowledge, cognitive processes, and behaviors, the book seeks to predict and explain customers' reactions to price strategies and associated psychological, physiological, and emotional processes.

Contents:

• Valuing New Currencies: A Framework for Future Research (Priya Raghubir)
• Affective Price Evaluations: How Pain, Pleasure, and Metacognitive Feeling Influence Price Evaluations (Manoj Thomas and Arnaud Monnier)
• Behavioral Pricing and Price Fairness (Lisa E Bolton and Haipeng (Allan) Chen)
• Communicating Price Changes and Price Differences (Kent B Monroe)
• Buyer Behavior in Pay-What-You-Want Pricing (Lucas Stich and Martin Spann)
• How Does Partitioning Prices Influence Consumer Responses? (Ajay T Abraham and Rebecca W Hamilton)
• Crossing the Efficiency Frontier: A Framework for Understanding Consumers' Responses to Bargains (Aner Sela)

Readership: Academics, researchers, students of advanced graduate studies and doctoral students in Marketing, Consumer Behavior, and Pricing.

Key Features:

• Serves as a reference source for established researchers in marketing and consumer behavior to be updated and get new perspectives, directions and ideas in current research issues