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Pricing and Consumers in a Changing World

Lowe, Ben and Lynch, David and Lowe, Julian (2017) Pricing and Consumers in a Changing World. In: Hinterhuber, Andreas and Liozu, Stephen, eds. Innovation in Pricing: Contemporary Theories and Best Practices. Routledge. ISBN 978-1-138-73827-0.

Abstract

This chapter will explore key behavioral aspects of pricing, drawing on links to the rapidly changing world of technology. Specifically, the chapter will begin by contrasting traditional perspectives on price with more contemporary perspectives on price; it will then examine the notion of perceived value and its multifaceted nature. The chapter will then outline the key behavioral aspects of price including internal and external reference prices, pricing and consumer perceptions of fairness, price endings, decreasing and increasing price, price–quality perceptions, and consumer price knowledge.

Item Type: Book section
Uncontrolled keywords: Pricing, innovation, new products
Subjects: H Social Sciences
H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5351 Business
H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Faculties > Social Sciences > Kent Business School
Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Ben Lowe
Date Deposited: 29 May 2017 23:05 UTC
Last Modified: 29 May 2019 23:00 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/61876 (The current URI for this page, for reference purposes)
Lowe, Ben: https://orcid.org/0000-0002-5041-600X
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