Heuristic vs Formalized Pricing in Consumer Markets: The Role of Price Perception Factors

V. V. Gerasimenko; K. V. Simonov

Management Sciences
Upravlenčeskie nauki

ISSN 2304-022X (Print)
ISSN 2618-9941 (Online)

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Gerasimenko V.V., Simonov K.V. Heuristic vs Formalized Pricing in Consumer Markets: The Role of Price Perception Factors. Management Sciences. 2025;15(1):122-137. https://doi.org/10.26794/2304-022X-2025-15-1-122-137

This work is licensed under a Creative Commons Attribution 4.0 License.

ISSN 2304-022X (Print)
ISSN 2618-9941 (Online)

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About the Authors

V. V. Gerasimenko
Lomonosov Moscow State University
Russian Federation

Valentina V. Gerasimenko — Dr. Sci. (Econ.), Prof., Head of Marketing Department, Faculty of Economics, Moscow

K. V. Simonov
Lomonosov Moscow State University
Russian Federation

Kirill V. Simonov— Cand. Sci. (Econ.), МВА, Assoc. Prof. of the Chair of Marketing of Department of Economics, Moscow

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