Pricing in the modern world: the role of price-related and non-price related cues

Abstract

Purpose

This editorial aims to discuss how the modern world is causing pricing practices of both retailers and consumers to evolve. The contributions of seven papers included in this special issue have been highlighted.

Design/methodology/approach

The purpose is to explore how different cues impact consumer reactions to prices.

Findings

These cues include both cues regarding the price itself (e.g. the level of the discount, how the price is broken into component parts, the starting price in an auction), as well as non-price-related cues (e.g. private labels, brand familiarly, consumer ratings, creativity of an ad). In addition, this special issue includes a review article which provides a comprehensive review of behavioral pricing research.

Originality/value

The contributions of seven papers included in this special issue have been highlighted.

Citation

Grewal, D., Roggeveen, A. and Nordfält, J. (2014), "Pricing in the modern world: the role of price-related and non-price related cues", Journal of Product & Brand Management, Vol. 23 No. 6, pp. 397-400. https://doi.org/10.1108/JPBM-06-2014-0649