Estratégias de precificação: uma análise sobre a influência do preço psicológico no comportamento do consumidor

Abstract

In the face of an increasingly competitive market scenario, marked by consumers exposed to various marketing stimuli, organizations have adopted strategies capable of influencing value perception and decision-making processes. In this context, consumer behavior is no longer perceived solely from a rational perspective and is now analyzed through the influence of unconscious factors. Given this scenario, the following research problem emerges: how do psychological pricing strategies influence consumers’ value perception and purchase decisions? The present study aims to understand how psychological pricing strategies influence consumers’ value perception and purchase decisions. Specifically, it sought to analyze how the arrangement of numbers in pricing strategies influences consumers’ value perception; investigate how neuromarketing explains consumers’ emotional and cognitive responses to psychological prices; and identify which psychological pricing strategy has the greatest influence on consumers’ purchase intention. The research is applied in nature and exploratory in character, adopting a mixed-methods approach through a field study. Data collection was conducted through a structured questionnaire using a Likert scale, applied to active consumers. The results showed that psychological pricing strategies influence consumers’ value perception and purchase decisions, although this influence varies according to the strategy adopted.