oeconomicum live – Wirtschaft erleben! Der Preis ist heiß! Ausgewählte Aspekte des Behavioral Pricing

Why don’t we often remember prices, even though they’re important to us? Why are we still able to shop on a budget? And why might that soon no longer be the case? These and other questions will be discussed in a lecture by Prof. Dr. Peter Kenning (Heinrich Heine University) based on so-called “behavioral pricing research.” The aim of this research is to examine how customers perceive and process prices and price information, how they react to price offers, and how they use price information in their judgments and decisions. The focus is primarily on a descriptive research approach that addresses, in particular, the conscious processes not covered by classical price theory.