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.
Read more about FCBE research