Pricing
We research the effectiveness of pricing strategies and pricing policy instruments.
We are particularly interested in customer price perception and concepts of behavioural pricing research, such as price fairness.
We explore behaviour arising from consumers’ limited capacity for information processing.
We research the effectiveness of pricing strategies and pricing policy instruments.
We are particularly interested in customer price perception and concepts of behavioural pricing research, such as price fairness.
Besides price signals, people also use visual signals to make judgements about products and other people. We investigate the consequences of such mental shortcuts.