prisperceptionen

Prisperceptionen is a concept in consumer psychology and behavioral economics that describes how people perceive, interpret, and evaluate prices. It includes cognitive and affective processes that influence judgments about value, affordability, and purchase likelihood, extending beyond the nominal price to context, framing, and personal expectations.

Key components are reference price (the benchmark a consumer uses), price-quality inference (linking price to quality), price framing (presentation of discounts or bundles), perceived fairness, and perceived value. Promotions can alter perception by signaling savings or by triggering skepticism about the original price.

Factors influencing prisperceptionen include individual characteristics such as income, budget constraints, price knowledge, and prior experience, along with situational factors like product category, retailer, timing, and promotional design. Cultural norms and social comparison also play a role.

Researchers study it with field and laboratory experiments that manipulate price level, framing, and reference prices, as well as surveys and conjoint analysis to estimate willingness to pay. Some studies use physiological measures or eye-tracking to supplement self-reports.

Implications for marketing and policy are broad. Understanding price perception informs pricing strategy, discount design, and communications that convey value while maintaining trust. It also relates to fairness and consumer welfare, particularly in markets with complex promotions or dynamic pricing.

Limitations include challenges in measurement, cross-cultural variability, and the interaction of price perception with brand loyalty and perceived quality. Related concepts include reference price, price framing, and price sensitivity.