Subjective Value for Goods and its Impact on Willingness to Pay (based on Behavioral and Neurophysiological Reactions of the Consumer)

Student: Tyuleneva Tatiana

Educational Programme: Economics (Bachelor)

Year of Graduation: 2019

One of the key decisions in business planning is setting prices for the products offered. However, existing marketing pricing methods are either not objective or difficult to conduct. The study of the neurophysiological and behavioral reactions of the consumer can provide a clearer understanding of pricing. The purpose of this work is to study the subjective value of goods, the willingness to pay and also to consider the dependence of these indicators using behavioral and neurophysiological reactions of the consumer.

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