Cost conscious? The neural and behavioral impact of price primacy on decision making

Journal of Marketing Research

Volumn 52, Issue 4, 2015, Pages 467-481

  Karmarkar, Uma R ^a   Shiv, Baba ^b,c   Knutson, Brian ^d  

^a HARVARD BUSINESS SCHOOL   (United States)

^b Limited   (Japan)

^c STANFORD UNIVERSITY   (United States)

^d STANFORD UNIVERSITY   (United States)

Author keywords

Consumer behavior; Functional magnetic resonance imaging; Price; Purchase decisions; Value

Indexed keywords

EID: 84941094837     PISSN: 00222437     EISSN: 15477193     Source Type: Journal    
DOI: 10.1509/jmr.13.0488     Document Type: Article

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