Abstract : While considerations such as branding, marketing, etc. are indeed important for products, it is obvious that prices are an important driver of the eventual bottom-line, i.e. profit and revenues. Prices that are set too high or too low do not resonate with the buyer as they are dissonant with the value perceived. NeuroPricing offers a more complete understanding of the willingness-to-pay at different prices and more importantly predicting customer buying behavior. Eventual prices in the real world can then be varied based on other strategic considerations such as competition or promotion around this ‘feel-good-price’.
Promoteur/Supervisor : Prof. Rothenberger Sandra
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Faculté/Faculty : Faculté Solvay Brussels School of Economics and Management
Ecole doctorale/Graduate Colleges : Economics and Management/Sciences économiques et de gestion
Ecole doctorale thématique/Graduate School (French Only):

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