This dissertation consists of two essays on pricing contracts in marketing. Both essays incorporate important behavioral elements into the firms' pricing strategies. This not only yields more empirically-grounded models, but also explains why observed pricing behavior is often different from the...

Marketing is an applied science that tries to explain and influence how firms and consumers actually behave in markets. Marketing models are usually applications of economic theories. These theories are general and produce precise predictions, but they rely on strong assumptions of rationality...