Handbook on the Psychology of Pricing: 100+ effects on persuasion and influence every entrepreneur, marketer, and pricing manager needs to know
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★ 2023 update out now. Please find instant access on the website ★
★ Almost 200 psychological pricing effects in total ★
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“Favorite 5 Books on Pricing”
―Journal “Consumer Neuroscience in Business”, issue June 2019, p. 21
How to Make Your Prices (Almost) Irresistible?
Discover the Power of Psychological Pricing.
Customers pay prices. Customers are the same human beings who process their world with predictable psychological mechanisms and mental shortcuts.
Many companies still focus only on numbers: internal costs (markup pricing), external competitors (competition-based pricing), or assume that people can objectively assess the products’ or services’ benefits they pay for (value-based pricing).
The Handbook on the Psychology of Pricing sheds light on what happens in your customers’ minds. This book presents the most comprehensive collection of psychological pricing strategies and tactics currently available. It introduces you to intriguing, hard-to-believe insights into consumer psychology, subconscious persuasion, and people’s perception of prices.
More specifically, you will
- Discover how to make your pricing more attractive and, thereby, lift sales and margins for your business.
- Learn how to increase customers’ willingness to pay for your products and services.
- Find how to reduce the attention to prices in buying decisions.
- Expand your pricing skill set and learn about more than one hundred effects unearthed from solid academic research.
This book is required reading for entrepreneurs, general and category managers, marketers, product and brand managers, pricing strategists, management consultants, and business students who are interested in adding an invaluable pricing edge to their business practice and personal pricing quiver.
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Additional information
| Publisher | 1st edition (24 Sept. 2018), Pricing School Press |
|---|---|
| Language | English |
| File size | 1815 KB |
| Text-to-Speech | Enabled |
| Screen Reader | Supported |
| Enhanced typesetting | Enabled |
| X-Ray | Enabled |
| Word Wise | Enabled |
| Sticky notes | On Kindle Scribe |
| Print length | 195 pages |
| Page numbers source ISBN | 3947897006 |
by Rick Fab
Perfect if you need to price: physical items (goods), bundles. Especially if you have a shop.
Very handy and easy to browse.
Not very useful for more abstract things, services, and of course items whose value is subjective / unique (e.g. Art)
by AMorrison
Very wide coverage in regards to pricing influences and behaviour. A bit statistically heavy at times, but the summaries at the end of each study really helped. Very interesting.
by T Vincent
This book lists all the studies you will need to communicate your price to customers in the best possible manner. The balance between theory and actionable examples is great. So many things to get inspiration from and test!
by Mr Mc
perfect