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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.