Commentary on Behavioral Price Research: The Role of Subjective Experiences in Price Cognition

17 Pages Posted: 5 Mar 2013 Last revised: 18 Jun 2013

See all articles by Manoj Thomas

Manoj Thomas

Cornell University - Samuel Curtis Johnson Graduate School of Management

Date Written: March 5, 2013

Abstract

The author argues that subjective feelings, both mild cognitive feelings such as processing fluency and the feeling of knowing, as well as more intense emotional responses such as the pain of paying, play important roles in price psychology. Theoretical frameworks or models that do not incorporate the effects of such subjective feelings are likely to lack descriptive validity.

Keywords: pricing, consumer psychology, pain of paying, cognitive feelings

Suggested Citation

Thomas, Manoj, Commentary on Behavioral Price Research: The Role of Subjective Experiences in Price Cognition (March 5, 2013). Johnson School Research Paper Series #22-2013, Available at SSRN: https://ssrn.com/abstract=2229009 or http://dx.doi.org/10.2139/ssrn.2229009

Manoj Thomas (Contact Author)

Cornell University - Samuel Curtis Johnson Graduate School of Management ( email )

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HOME PAGE: http://forum.johnson.cornell.edu/faculty/mthomas/

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