I am looking for resources which has utilized tools in Neuroscience (or as some prefer, Neuroeconomics) or eyetracking to look at problems of price evaluations - how customers evaluate different prices and discounts. If there are studies on evaluation of price bundles, that is even better. I have found some studies on framing effects but have failed to locate many on pricing bundles using Neuroscientific methods.
Go to: http://www.neuromarketing-labs.com/home_en.html and check out his research. Rgds, Mark
Check out Knutson., et al., Neural predictors of purchases. Neuron, 2007. 53(1): p. 147-156.
While they didn't use neuroscientific methodologies; you might find this HBR article useful: http://hbr.org/2012/06/customers-will-pay-more-for-less/ar/1#.T8eAMeaGGwI.twitter
There was also an interesting study done at Stanford regarding the price effect on perceived wine taste/quality: http://news.stanford.edu/news/2008/january16/wine-011608.html
I published What We Learn about Global Systemic Risk with Neurosciences that is based on the notion of anchored prices, It may be of help for you
Best regards
Armando
You can check may be for some methods for evaluation of circuits of reward and punishment. Because finally the reward is the product you have, but the price is the punishment you receive... Hope is useful...
This paper will give you a start.
William Hedgcock, Akshay R. Rao (2009) Trade-Off Aversion as an Explanation for the Attraction Effect: A Functional Magnetic Resonance Imaging Study. Journal of Marketing Research: February 2009, Vol. 46, No. 1, pp. 1-13.
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