Abstract

This book provides an interesting perspective on consumers' reaction to price fairness. The success or failure of a pricing strategy, Maxwell argues, often hinges on the fairness issue and as such pricing managers would benefit from paying attention to the emotional aspect of consumers' responses to price.
LanguageEnglish
TypeBook Review doi:10.1057/rpm.2008.23
Number of pages402
Publication statusPublished - 2008

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Pricing strategy
Consumer response
Emotion
Price fairness
Fairness
Pricing
Managers

Cite this

@misc{16c030d8944646be9cebca49c265df5a,
title = "The Price is Wrong",
abstract = "This book provides an interesting perspective on consumers' reaction to price fairness. The success or failure of a pricing strategy, Maxwell argues, often hinges on the fairness issue and as such pricing managers would benefit from paying attention to the emotional aspect of consumers' responses to price.",
author = "Una McMahon-Beattie",
year = "2008",
language = "English",
type = "Other",

}

The Price is Wrong. / McMahon-Beattie, Una.

402 p. 2008, Book Review doi:10.1057/rpm.2008.23.

Research output: Other contribution

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