The Perception of Lower and Higher Price-Thresholds: Implications from Consumer Neuroscience
Journal
Advances in Consumer Research
ISSN
0098-9258
Type
journal article
Date Issued
2011-04-02
Author(s)
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.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Association for Consumer Research
Publisher place
Duluth, Minn.
Volume
39
Start page
792
End page
793
Pages
2
Subject(s)
Division(s)
Eprints ID
221700