The Perception of Lower and Higher Price Thresholds: Implications From Consumer Neuroscience

Marc Linzmajer, Zeppelin University, Germany
Mirja Hubert, Zeppelin University, Germany
Marco Hubert, Zeppelin University, Germany
Peter Kenning, Zeppelin University, Germany
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.
[ to cite ]:
Marc Linzmajer, Mirja Hubert, Marco Hubert, and Peter Kenning (2011) ,"The Perception of Lower and Higher Price Thresholds: Implications From Consumer Neuroscience", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 792-793.