Abstract
This editorial aims to discuss how the modern world is causing pricing practices of both retailers and consumers to evolve. The contributions of seven papers included in this special issue have been highlighted. Design/methodology/approach -- The purpose is to explore how different cues impact consumer reactions to prices. Findings -- These cues include both cues regarding the price itself (e.g. the level of the discount, how the price is broken into component parts, the starting price in an auction), as well as non-price-related cues (e.g. private labels, brand familiarly, consumer ratings, creativity of an ad). In addition, this special issue includes a review article which provides a comprehensive review of behavioral pricing research. Originality/value -- The contributions of seven papers included in this special issue have been highlighted