Price to emphasise the gap

One of the key messages I’m trying to inform General Managers about is that when it comes to consumers, we have to be expert psychologists. Nothing is ever as simple as it seems. And when it comes to consumers price is as much a perception as in any other area of consumer engagement. In part 7 of our pricing series lets take a look at…

Emphasize the Gap Between Reference Prices

The previous strategies either minimized the perceived size of your price or maximized the perceived size of reference prices.… Read more

Price to maximise the reference price

One of the key messages I’m trying to inform General Managers about is that when it comes to consumers, we have to be expert psychologists. Nothing is ever as simple as it seems. And when it comes to consumers price is as much a perception as in any other area of consumer engagement. Here is part 6 in a series on consumer pricing perception.Read more

Price to prime a small magnitude

One of the key messages I’m trying to inform General Managers about is that when it comes to consumers, we have to be expert psychologists. Nothing is ever as simple as it seems. And when it comes to consumers price is as much a perception as in any other area of consumer engagement. This is part 5 in a series on dynamic psychological pricing.Read more

Reframe your Price

One of the key messages I’m trying to inform General Managers about is that when it comes to consumers, we have to be expert psychologists. Nothing is ever as simple as it seems. And when it comes to consumers price is as much a perception as in any other area of consumer engagement. This is part three in a series on dynamic psychological pricing and how it affects your business.Read more

Test your prices

One of the key messages I’m trying to inform General Managers about is that when it comes to consumers, we have to be expert psychologists. Nothing is ever as simple as it seems. And when it comes to consumers price is as much a perception as in any other area of consumer engagement. Here is part 3 in a series on consumer pricing perception.Read more