Pricing beyond the Homo Oeconomicus
Expensive mistakes and profitable opportunities in pricing research

List of publications
Visual Description
Visual Description

Author(s): Florian Bauer
Collection: Congress 2010 - The changing face of market research
Keywords: Conjoint Analysis , Choice Modelling, Pricing Studies

ESOMAR Best Paper Award 2010/2011
ESOMAR Congress 2010 Award Winner - Best Methodological Paper
PDF version (download)
Display prices in :
EUR 15.00
Members: EUR 0.00

Price optimisation is the most efficient lever to maximize profits but all classical price research tools fail to deliver optimal results as they still assume consumers to behave like a “Homo Oeconomicus”. Using several examples, this paper will highlight the shortcomings of classical tools like conjoint analysis or PSM and develop an open source pricing research framework – the “Psychological Price Profile” – that helps to broaden the research scope while still leveraging the advantages of the classical tools. Moreover, this paper will present the core results of a multi-national study involving 16 countries and 10 product categories.




Date of publication: 15.09.2010
ISBN: 92-831-0244-4
Order Code: 53343_37
Number of pages: 15

Shopping basket

Your basket is empty

Are you a member?

Log in to obtain special member prices or to download publications for free.

 Sign in  Send me my password


Not a member? Read more about membership benefits
For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.

For further information about publications contact ESOMAR Publications Services:
publications@esomar.org