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Psychology of Price [Paperback]

Leigh Caldwell


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Book Description

Jan. 1 2012
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 critical aspect of running a business, lucidly and logically explaining the science behind pricing so that you can generate more demand, more profit and more customer value today. Inside The Psychology of Price, you can learn: -How to get people to expect to pay more -How presenting products that nobody wants can influence what customers are willing to pay -How upselling by low-cost add-ons can increase sales and perceived value Crucially, The Psychology of Price will help you find out how good your pricing really is and give you the toolkit to ensure you charge the right price point for your product or service. What have you got to lose?

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Product Details

  • Paperback: 248 pages
  • Publisher: Crimson (DNA) (Jan. 1 2012)
  • Language: English
  • ISBN-10: 1780590075
  • ISBN-13: 978-1780590073
  • Product Dimensions: 13.8 x 1.1 x 21.6 cm
  • Shipping Weight: 281 g
  • Amazon Bestsellers Rank: #767,665 in Books (See Top 100 in Books)

Product Description

About the Author

Leigh is a pricing expert and leading researcher in behavioural economics, writing the UK's most popular behavioural blog (www.knowingandmaking.com) and appearing as a frequent guest on BBC News. By background a mathematician and economist, he is the founder and chief executive of Inon, the UK's leading pricing consultancy.

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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.3 out of 5 stars  3 reviews
3 of 3 people found the following review helpful
4.0 out of 5 stars Great Intro on Pricing Aug. 1 2013
By C. M. Cotton - Published on Amazon.com
Format:Paperback
I am a serial entrepreneur, a University lecturer in Russia, Italy and the USA in Business Economics and International Law and am an international business and peak performance consultant. As such, I have read a plethora of business, motivational, peak performance, coaching, team building psychology type of books over 22 years. In fact I have enough books at home, on these subjects, to sink several ships. I therefore have read many books looking at what makes great entrepreneurs and how the best motivate employees and develop every greater businesses. I therefore have used both my real life business experience and theoretical knowledge to review this book.

Pricing is a very subjective thing and this author does examine and highlight the problem. You only need to look at car pricing on craigslist or autotrder to see great price differentials on the same car with the same mileage etc. Very often private owners will "over value" their beloved car, pricing it above market levels as they perceive, through emotion, that it is worth more than a car sold by a dealer. The concept of "Value" is an incredibly subjective thing, yet it is at the core of pricing. This author looks at these problems of perception, value and why some are willing to pay more for a product than others. The author does this by examining the imaginary pricing system behind a product called "chocolate teapots" and how the price is derived for this product. The ideas are very good as an introduction to the concepts of pricing and psychology, but there are other books on the market that go into the subject in a far more technical manner and examine other areas of pricing problems. If you are looking for a definitive text examining all pricing concepts then this book is not for you.

The book is a great easy read for anyone interested in the subject of pricing. It is does not examine every area of the subject but gives a good introduction to the subject.

Recommended.
4.0 out of 5 stars Step by step story telling book ! Aug. 29 2014
By Ashraf A Osman - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
My "Liking" of this book is based on my limited knowledge of psychology of pricing. I am a business effectiveness consultant to mostly service companies, my interaction with setting physical product pricing is limited. That's why this book was an eye opener for me.
The thing I did not like is the form of the book; the font is so small and the pages are packed, the paper is thick. Al in all I suffered few pages until I decided to buy it again on Kindle format.

I recommend the book for any new comer to the world of pricing, it is a step by step story telling kind of book. If only the publisher was giving the author better form options!
5.0 out of 5 stars Five Stars Sept. 11 2014
By jordena - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
Interesting book and quick delivery.

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