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NEW DIRECTIONS IN BEHAVIORAL PRICING

By Chezy Ofir (Editor)
eBook
$70.00
By Chezy Ofir (Editor)
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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 customer...

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BusinessMarketing & SalesMarketingConsumer Behavior