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

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.


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.


Marc Linzmajer, Zeppelin University, Germany
Mirja Hubert, Zeppelin University, Germany
Marco Hubert, Zeppelin University, Germany
Peter Kenning, Zeppelin University, Germany


NA - Advances in Consumer Research Volume 39 | 2011

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