Babson Pricing Conference
Published on 24. October 2014
80 pages
978-1-78441-434-4 (ISBN)
Description
The purpose of this special issue is to explore how different cues impact consumer reactions to prices. These cues include both cues regarding the price itself (e.g., the level of the discount, how the price is broken into component parts, the starting price in an auction), as well as non-price related cues (e.g., private labels, brand familiarly, consumer ratings, creativity of an ad). In addition, this special issue includes a review article which provides a comprehensive review of behavioral pricing research.
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Content
- Cover
- Pricing in the modern world: the role of price related and non-price related cues
- High versus low online price discounts: effects on customers' perception of risks
- The flip side of drip pricing
- "Name your price" - online auctions and reference prices
- Price-quality relationship in pricing strategies for private labels
- Non-price cues utilization during social coupon purchasing-decision
- Can advertising creativity affect product perceptions and retailer evaluations?
- Profiling behavioral pricing research in marketing
