Download or read book New Directions In Behavioral Pricing written by Chezy Ofir and published by World Scientific. This book was released on 2024-05-21 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.