New developments in behavioral pricing research

Behavioral pricing extends traditional price theory by exploring consumers’ reactions to prices from a psychological perspective. With the constant and substantial evolution of this research field, we review the progress on the state of knowledge on consumers’ processing of price information and price behavior. To this end, we develop a framework to classify the advances made in behavioral pricing research during the past decade. We discuss conceptual developments, the contribution of the adoption of new theories, and new relationships and pricing phenomena. We show that several concepts have undergone conceptual developments (e.g., price search) while other concepts are new to the literature (e.g., participative pricing mechanisms). Regarding theoretical developments, the adoption of theories from other disciplines has contributed to enhance understanding of price-related effects. Finally, new pricing phenomena, such as the zero price effect or the placebo effect of price promotions, challenge the traditional view of consumers’ response to price information. Furthermore, a number of recent empirical findings contradict existing knowledge on price-related concepts and phenomena. Thus, it is of prime importance to integrate the latest findings with prior literature. From the key findings in the literature, we derive directions for future research.