Psychological Pricing

This book and online course demonstrate how companies can influence customers' price perception and, consequently, their behavior through targeted price presentation. It illustrates how price psychology can be systematically applied to pricing and develops a structuring framework—the 4-P model of price psychology—for organizing individual price psychology findings and selecting psychologically optimized pricing strategies. The author provides a broad and well-founded overview of price psychology and suggests avenues for further study. Offering methods to quantify customer reactions to pricing and self-paced online video-based learning modules, this book is a useful interactive guide for professionals, practitioners, students, and researchers interested in how companies make pricing decisions and how consumers process and evaluate prices. Find access to the online course inside the book.