The approach taken by researchers in the area of behavioral pricing
is based on the psychological principles of human perception and
information processing as well as on sociological principles of
human relations and social norms. In this e-book we feature several
researchers who have contributed to this new field of Behavioral
Pricing. Their research demonstrates the international scope of
this emerging field and was conducted across the globe in countries
such as Australia, France, Greece, and the United States.
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