The Psychology of Price

One of the most important questions for any business is: how much should I charge? Economics has an easy answer - just look at where demand and supply meet. Unfortunately, this easy answer is wrong. What about the effect of changing the timing on a payment? How do a customer’s personal and financial circumstances affect their willingness to pay ? Using The Psychology of Price, you can discover why price is a psychological issue – and how to make the most of that knowledge. Written by the founder of the UK’s leading pricing consultancy Inon – whose clients range from the BBC and confused.com to Grants Whisky and HM Treasury - The Psychology of Price offers a unique opportunity for business owners and finance and marketing professionals to gain an insight into the way consumers think and purchase – and to learn the actual research methods and pricing techniques used by multinational companies. A practical, jargon-free workbook, The Psychology of Price demystifies a