Behavioral and psychological aspects of b2b pricing

被引:9
|
作者
Hinterhuber, Andreas [1 ]
Liozu, Stephan M. [2 ]
机构
[1] Hinterhuber & Partners, Innsbruck, Austria
[2] Case Western Reserve Univ, Weatherhead Sch Management, Cleveland, OH 44106 USA
关键词
Pricing; B2B; Psychology; Behavioral economics; Violations of rationality; Purchasing criteria; Price setting; STRATEGY;
D O I
10.1016/j.indmarman.2015.02.007
中图分类号
F [经济];
学科分类号
02 ;
摘要
In this paper we define core research questions falling within the domain of behavioral and psychological aspects of B2B pricing. We then present the papers accepted for this special issue. Central research questions are, in our view, all those instances where decisions about price violate basic principles of rational choice. Decisions about price involve two main actors. First is the customer. We are interested in how customers' purchase decisions in B2B exhibit behavioral patterns that are inconsistent with rational choice models. Second is the manager. Managers set prices and in this process are equally susceptible to violating fundamental principles of rational choice. For this special issue we have been able to accept six papers. We welcome the debate that these papers are likely to start. (C) 2015 Elsevier Inc. All rights reserved.
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页码:4 / 5
页数:2
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