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New Directions in Behavioral Pricing
by New Directions in Behavioral Pricing
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Description
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.
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Product Details
- WSPC Brand
- Jun 18, 2024 Pub Date:
- 9811292221 ISBN-10:
- 9789811292224 ISBN-13:
- English Language
- 9 in * 0.66 in * 6 in Dimensions:
- 1 lb Weight:
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