Behavioral pricing research is viewed as central to academic marketing research as well as strategic pricing. The objective of this book is to introduce new research directions in Behavioral Pricing. The book reviews and introduce snew directions for topics such as: valuing new currencies; affective price evaluations: How pain, pleasure and metacognitive feeling influence price evaluations; price fairness and dual-entitlement; communicating price changes; pay-what-you-want pricing; partitioning prices; crossing the efficiency frontier: Responses to bargains, etc. It investigates how consumers perceive, evaluate, and integrate prices with other factors to make value, fairness judgments and product and brand choices. Encompassing customer price-related attitudes, knowledge, cognitive processes, and behaviors, the book seeks to predict and explain customers' reactions to price strategies and associated psychological, physiological, and emotional processes.