The purpose of this special issue is to explore how different cues impact consumer reactions to prices. These cues include both cues regarding the price itself (e.g., the level of the discount, how the price is broken into component parts, the starting price in an auction), as well as non-price related cues (e.g., private labels, brand familiarly, consumer ratings, creativity of an ad). In addition, this special issue includes a review article which provides a comprehensive review of behavioral pricing research.