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Les déterminants du prix et la représentation mentale du consommateur

Author

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  • Pierre Desmet

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique, ESSEC Business School)

Abstract

This article draws up a panorama of current knowledge on the role of price in the consumer buying behavior, on the way in which consumers process price information and on its reactions to prices.

Suggested Citation

  • Pierre Desmet, 2004. "Les déterminants du prix et la représentation mentale du consommateur," Post-Print halshs-00143381, HAL.
    • Handle: RePEc:hal:journl:halshs-00143381
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