Consumer Behavior and Pricing

Balaji Krishnan is involved in research which examines the factors that lead to the successful adoption of mobile apps in the Health sector. He and his coauthors are considering factors such as infrastructure, feedback, advertising, role of color, images among others in influencing the adoption of mobile apps in general and in the Health sector in particular.

He is also involved in research in the area of pricing. He has published papers in the Journal of Retailing pertaining to semantic cues and the role of time pressure in price perceptions. Further, he and his coauthors are examining various aspects of partition pricing such as price presentation, the role of % or $ off, the role of “FREE” offers among others.