Processing of Price Information
by Kent B. Monroe explores the psychological and cognitive processes that influence how consumers perceive and respond to price information. Drawing from decades of research, Monroe delves into topics such as the factors affecting price recall, the role of price cues in decision-making, and the complexities of consumer price evaluations.
This book provides readers with actionable insights into understanding the cognitive biases and heuristics that drive purchasing decisions. By examining how consumers interpret and process pricing data, Monroe equips marketers with strategies to create impactful pricing models that resonate with their target audiences.
Designed for marketing professionals, academics, and students,
offers a blend of theory and practical applications. It is a must-read for anyone looking to enhance their pricing strategies and understand consumer behavior on a deeper level.