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New Directions in Behavioral Pricing.
・ISBN 978-981-12-9222-4 hard US$ 88.00
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-981-12-9223-1
| 著者・編者 | Ofir, Chezy (ed.), |
|---|---|
| シリーズ | World Scientific Book Series in Marketing |
| 出版社 | (World Scientific, SI) |
| 出版年月 | 2024.06 |
| ページ数 | 208 pp. |
| 言語 | ENG |
| ニュース番号 | ＜730-403＞ |
解説
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.