The Perception of Lower and Higher Price-Thresholds: Implications from Consumer Neuroscience

Item Type Journal paper
Abstract

Pricing research shows the existence of lower- and upper-price-thresholds. However, the reason why these thresholds exist and how they are processed in the brain remains mainly unclear. We applied functional-magnetic-resonance-imaging to investigate neural activation-patterns that correspond to a lower-, optimal-, and upper-price-threshold. Our results showed the existence of an upper but not a lower threshold and give some evidence for research on price perception.

Authors Linzmajer, Marc; Hubert, Marco; Hubert, Mirja & Kenning, Peter
Journal or Publication Title Advances in Consumer Research
Language English
Subjects business studies
HSG Classification contribution to scientific community
Refereed Yes
Date 2 April 2011
Publisher Association for Consumer Research
Place of Publication Duluth, Minn.
Volume 39
Page Range 792-793
Number of Pages 2
ISSN 0098-9258
Depositing User Dr. Marc Linzmajer
Date Deposited 02 Apr 2013 09:15
Last Modified 23 Aug 2016 11:16
URI: https://www.alexandria.unisg.ch/publications/221700

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Citation

Linzmajer, Marc; Hubert, Marco; Hubert, Mirja & Kenning, Peter (2011) The Perception of Lower and Higher Price-Thresholds: Implications from Consumer Neuroscience. Advances in Consumer Research, 39 792-793. ISSN 0098-9258

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https://www.alexandria.unisg.ch/id/eprint/221700
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