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

Linzmajer, MarcMarcLinzmajerHubert, MarcoMarcoHubertHubert, MirjaMirjaHubertKenning, PeterPeterKenning2023-04-132023-04-132011-04-02https://www.alexandria.unisg.ch/handle/20.500.14171/94302Pricing 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.enThe Perception of Lower and Higher Price-Thresholds: Implications from Consumer Neurosciencejournal article