Purpose: An open question of behavioral pricing literature is: What are the factors which influence consumers’ judgments of acquisition value and transaction value? An important framework to explain consumers’ shopping and purchase decisions is their decision-making styles. This paper aims...

Purpose This study shows the influence of consumers' goal and strategy of maximization on the process behind their behavioral response to price. Design/methodology/approach Data was collected through a 2×2 experimental design involving 314 respondents and analyzed using PLS-SEM. Findings The...