Heuristics and anchorages in the formation of prices in supermarkets Heurísticas y ancorajes en la formación de los precios en supermercados Heurísticas e ancoragens na formação dos preços em supermercados
This paper analyzes the process of the formation of prices emphasizing the phenomenon of anchoring on the digit before the period, which assumes that in a simplified decision-making process, consumers might stress only the digit before the period. Therefore the cents would not be perceived and a pri...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Portuguese |
| Published: |
Emerald Publishing
2010-12-01
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| Series: | REGE Revista de Gestão |
| Subjects: | |
| Online Access: | http://www.revistas.usp.br/rege/article/view/36718 |