Dectech Pricing Research Published in BE Guide 

Our research, “How Consumers Experience and Interpret Prices: A Behavioural Study“, by Claire Nolan, Alice Pearce, Pakamon Prasitsumrit and Angel Zhou, has now been published in The Behavioral Economics Guide 2026 from BehavioralEconomics.com. 

In this study, we explore how consumers perceive and respond to product pricing across nine industries through the lens of behavioural science. Price elasticity should not be viewed as a fixed feature of a product. Instead, it is based on past pricing decisions and the context in which they occur. As a result, the same pricing strategy can have very different effects across industries, making context an important consideration to effective pricing.

Using our Behaviourlab, our report investigates how prior expectations, decision context, and price communication influence consumer reactions to different pricing structures. From these findings, we suggest several factors that shape perceptions of price fairness and acceptability.

You can read the BE Guide via the link here: The Behavioural Economics Guide 2026