Psychological Pricing

Optimized Price Design in Four Steps
Erscheinungsjahr 2027
ISBN: 978-3-658-53624-4
Verlag: Springer

Medienkombination, Englisch, 60 Seiten, Format (B × H): 148 mm x 210 mm

Reihe: Business Guides on the Go

This book and online course demonstrate how companies can influence customers' price perception and, consequently, their behavior through targeted price presentation. It illustrates how price psychology can be systematically applied to pricing and develops a structuring framework—the 4-P model of price psychology—for organizing individual price psychology findings and selecting psychologically optimized pricing strategies. The author provides a broad and well-founded overview of price psychology and suggests avenues for further study.

Offering methods to quantify customer reactions to pricing and self-paced online video-based learning modules, this book is a useful interactive guide for professionals, practitioners, students, and researchers interested in how companies make pricing decisions and how consumers process and evaluate prices.

Find access to the online course inside the book.

Zielgruppe

Popular/general

Autoren/Hrsg.

Husemann-Kopetzky, Markus

Fachgebiete

• Sozialwissenschaften Psychologie Psychologische Disziplinen Wirtschafts-, Arbeits- und Organisationspsychologie
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik

Inhaltsverzeichnis

Chapter 1 Introduction.- Chapter 2 (Price Design) Parameters for Shaping Price Information.- Chapter 3 The Process of Processing Price Information.- Chapter 4 Phenomena of Customer Behavior.- Chapter 5 Profits as the Outcome of Price Design.- Chapter 6 Case Example.- Chapter 7 What You Can Take Away from This Business Guide on the Go.

Über Autor(innen)

Markus Husemann-Kopetzky is Founder and Managing Director of the Price Management Institute (Germany), a consultancy specialized in professionalizing pricing at retailers, e-commerce players, and B2B companies. He is also Guest Researcher at the Freie Universität Berlin (Germany), a pricing expert and researcher bridging academic research and commercial practice. Previously, as Senior Pricing Manager and Project Manager at Amazon, he was responsible for strategic pricing initiatives and advised decision-makers at the management level for many years. He also chairs the largest European conference for pricing in retail and e-commerce and is the author of numerous articles and books on price management.