Peine, Klaus (contributor) - 2008
two studies explicitly addressing consumers’ emotional responses to price
information (O’Neill and Lambert 2001, #1; Suri … arise from the cognitive appraisal of an event rather than from the
event itself: What counts is whether price information … emotional response will ensue. In a similar vein, myriad studies in behav-
ioral pricing have shown that consumer behavior is …