قیمت گذاری با شهود: انتخاب مدیریتی با اطلاعات محدود

Results of a survey of 116 brand managers provide no evidence of complex, compensatory decision algorithms. Cluster analysis of managers' responses to hypothesized pricing scenarios shows that with limited information available, decision-makers tend to simply charge consistently higher, lower, or equal prices compared to their competitors irrespective of the quality of their products. Descriptive profiles of the clusters suggest that brand strength has the strongest impact on managers' pricing choices, suggesting a brand heuristic as the main decision tool. Competitive intensity, organizational culture, and strategic orientation are also related to particular patterns of pricing decisions.