The relationship between neurosciences and pricing strategies. A theoretical reasoning

      Аннотация: This monograph fills the gap between applied neurosciences and pricing strategies. It is the first study to condense applied neuroscientific literature and pricing strategies implications. The paper highlights the relationship between neuroscience and pricing strategies. It explains the improvements that neuroscientific knowledge could bring to value-based pricing. Finally, future research implications and limitations are discussed. The result of the research shows that neuropricing is almost never discussed by scholars. However, the author analyzed fundamental research in the fields of pricing, neuromarketing and neuroscience to apprehend this concept. It was found that neuropricing is still a gadget and that no clear consensus exists among professionals regarding the interest of applied neuroscience for companies. Academically, more actionable research should be conducted to produce more neuropricing insights. Whereas scientists should conduct academic experiments, marketers should build actionable models on this basis and test them on the field. Finally, neurosciences can improve pricing strategies in two ways...

Ключевые слова: neuromarketing, Neurosciences, Pricing, Neuropricing