Psychological Aspects of Pricing

Psychological Aspects of Pricing

Customers do not judge prices in absolute terms, they evaluate prices in relation to a series of factors which pricing managers can influence. In this webinar we will show how pricing professionals can use an understanding of B2B and B2C customer psychology in order to influence perceptions of value and price. We will look at best practice examples of price framing, price communication, product-line pricing, 9-endings, price structure, price differentiation, price formats and other tactics. We will also illustrate how ambiguity of pricing information influences decision making processes within firms.

Participants in this webinar will gain clear insights on how to communicate price and value – including examples on how to communicate price increases – in other to conjointly increase profitability and customer satisfaction.

Company case studies include Ardex, Xerox, The Economist, GE, Louis Vuitton, McDonald’s, Unilever and other case studies from B2C and B2C industries.

Duration: 243 minutes

Andreas Hinterhuber, PhD.

Partner, Hinterhuber & Partners

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