KNUST Research Week and Scientific Conference: Empowering Researchers to Achieve Impactful Outcomes

The evolution of commerce in the digital age has significantly changed the ways in which consumers engage with and interpret pricing information. In contrast to conventional retail settings where prices tend to be fixed, modern-day e-commerce platforms utilise advanced behavioural strategies such as indicators of scarcity, signals of social proof, and tailored recommendations to shape consumer acceptance of real-time dynamic pricing.
This study aims to explore the psychological mechanisms that influence the impact of digital behavioural nudges on consumer price tolerance and purchasing decisions within dynamic pricing contexts. This study seeks to construct a thorough framework for comprehending consumer reactions to pricing cues presented in digital formats, drawing on well-established theories from behavioural economics, including loss aversion, anchoring bias, and social proof.
This research will utilise a mixed-methods approach, field studies in collaboration with e-commerce partners, and longitudinal analyses of consumer behaviour. The focus will be on investigating how various forms of digital nudges interact with dynamic pricing strategies in impacting consumer decision-making processes.
This study is expected to enhance theoretical knowledge regarding behavioural pricing in digital settings, offer practical guidance for the ethical application of dynamic pricing, and contribute to policy dialogues concerning consumer protection in algorithmic pricing ecosystems. This study tackles a significant deficiency in the current body of research, which has predominantly concentrated on conventional pricing scenarios, by exploring the application of behavioural pricing theories within the dynamic, individualised landscape of contemporary e-commerce.