Although many studies have documented that in-store displays and feature advertising can significantly increase brand choice probabilities, the mechanism through which they affect the choice decision process is not well understood. The marketing literature has suggested two prominent decision...

Knowledge of consumers’ willingness-to-pay (WTP) provides a company with invaluable data for both pricing decisions and product development. Without an understanding of consumers’ WTP for its products, a company may not pursue an optimal pricing strategy or achieve its pricing objectives....

Products are priced in order to sell them and make a profit. Every firm, therefore, needs a pricingstrategy. Such a strategy should be simple. It should ensure simplicity in tactics and decisions andminimize complications.It is difficult to set a price with the help of only one pricing model....

This article represents the first of several editorials to appear in the Journal of Retailing designed to examine the nexus between retail practice and research, with the goal of stimulating further research. This essay on emerging trends in pricing discusses recent advances in retail pricing...