Handbook on the Psychology of Pricing

Contributor(s):

Husemann-Kopetzky, Markus [Autor]

Material type: Text

TextLanguage: English Publication details: Pricing School Press, 2018Description: 186 p. 23 cm.ISBN:

9783947897001

Subject(s):

Genre/Form:

Consumer behavior -- Textbooks

Contents:

Includes bibliographical references. TOC:-- Price design parameters-- Phonetic design-- Visual design-- Sale prices and discounts-- Partitioned pricing-- Price bundling-- Price changes-- Price level-- Pricing mechanisms-- Price context parameters-- Decoys-- Priming-- Scarcity-- Product description-- Assortment presentation-- Sales tactics-- Price payment parameters--

Summary: Prices are paid by customers. But many companies solely focus on their internal costs (mark-up pricing), their external competitors (competition-based pricing) or assume that people behave rationally (value-based pricing). ; The Handbook on the Psychology of Pricing dives deep on a customer-centric approach. This book presents the most comprehensive collection of psychological pricing strategies and tactics currently available in the market and introduces you to intriguing, hard-to-believe insights into consumer psychology, subconscious persuasion and people's perception of prices. ; Readers will discover the profound art of psychological pricing and influencing customers' buying behavior. More specifically, you will ; Understand how to raise attractiveness of your prices and offerings for your customers and lift sales and margins for your business. ; Learn how to increase customers' willingness to pay for your products and services. ; Expand your pricing skill set and learn about more than 100 effects unearthed and backed by solid academic research. ; Boost your professional value by emerging yourself into a new and growing field of research: behavioral pricing. ; Stay ahead of the curve and receive free updates exclusive for readers. ; Dr. Husemann-Kopetzky translates hundreds of academic papers into a handy manual for business owners and managers to optimize prices from a customers' perceptive. ; 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.

List(s) this item appears in: PSYCHOLOGY

Holdings ( 1 )
Title notes ( 2 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Book	TBS Barcelona Libre acceso	HF5416.5 HUS (Browse shelf(Opens below))	Available		B03672

Prices are paid by customers. But many companies solely focus on their internal costs (mark-up pricing), their external competitors (competition-based pricing) or assume that people behave rationally (value-based pricing). ; The Handbook on the Psychology of Pricing dives deep on a customer-centric approach. This book presents the most comprehensive collection of psychological pricing strategies and tactics currently available in the market and introduces you to intriguing, hard-to-believe insights into consumer psychology, subconscious persuasion and people's perception of prices. ; Readers will discover the profound art of psychological pricing and influencing customers' buying behavior. More specifically, you will ; Understand how to raise attractiveness of your prices and offerings for your customers and lift sales and margins for your business. ; Learn how to increase customers' willingness to pay for your products and services. ; Expand your pricing skill set and learn about more than 100 effects unearthed and backed by solid academic research. ; Boost your professional value by emerging yourself into a new and growing field of research: behavioral pricing. ; Stay ahead of the curve and receive free updates exclusive for readers. ; Dr. Husemann-Kopetzky translates hundreds of academic papers into a handy manual for business owners and managers to optimize prices from a customers' perceptive. ; 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.