PRICING IN THE MODERN EXPERIENCE ECONOMY

Modern approaches to pricing almost do not take into account the value of such an economic offering as experiences. Experiences are the fourth type of economic offering, which is as strikingly different from services as services are from goods; only until recently, they received insufficient attention. Aligning the economic offering with the personal needs of the customer is the most effective way to create a certain impression and establish a competitive price. At the same time, the cost of an experience-based economic offering can vary significantly depending on its type, level of organization and technology, region, and other factors. However, despite this, people are willing to pay more for unique, memorable moments that evoke strong emotions. It has been established that currently, no pricing model is suitable for setting prices for experience-based economic offerings. Therefore, this article proposes a new pricing model for experience-based offerings. The essence of the model is that the price for new experiences is calculated considering the so-called "consumer effect," which refers to the emotions that a consumer can experience when using it instead of a previous one. The work presents a formula for calculating an impression coefficient, which is composed of the emotional value of the economic offering, its novelty, personal characteristics of the consumer, context, and perception of value. It concludes that parameters influencing the cost of an experience-based economic offering are subjective, interdependent, and depend on consumers' personal characteristics.