In marketing, little effort has been made to systematically define trust while numerous empirical studies operationalize it and address its measures in an ad hoc manner. Thus, the construct of trust is implicitly understood to include mixed meanings and feelings. This conceptual study examines...

This is the first study that exclusively focuses on gaining knowledge of the vast opportunities that Neuroscientific pricing research offers for marketing purposes. The findings of this study provide evidence of the importance to improve customer and organizational decision making. The findings...