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@article{193544,
        author = {Dr.J.Nithya and ATHI S},
        title = {THE IMPACT ON NEURO-PRICING AND THE CONSUMER BEHAVIORAL BIAS IN THE PRICING OF APPLE IPHONE},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {1177-1180},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=193544},
        abstract = {The modern market is not only calculated by the costs, but pricing is a mental process of building consumer perception and decision-making. This paper will look at how neuro-pricing strategies and behavioural biases influenced consumer behaviour when it comes to pricing of the iPhone. Although in traditional economic theory the consideration of the rational consumer is taken, behavioural economics suggests that the emotional, brand perception, and cognitive biases play a strong role in purchasing behaviour.
Based on the primary data gathered on 102 respondents, this paper examines the influence of the pricing approach adopted by Apple on willingness to pay, time to purchase, and brand loyalty. The results indicate that brand image, perceived value and ecosystem integration have a significant impact on consumer choices, whereas price sensitivity is moderate. The research finds that psychological pricing processes are important in maintaining premium positioning in a competitive market.},
        keywords = {},
        month = {March},
        }