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	Prof. Dr. Marc Linzmajer
Date Deposited	02 Apr 2013 09:15
Last Modified	20 Jul 2022 17:16
URI:	https://www.alexandria.unisg.ch/publications/221700

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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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