The Truth About Pricing

Melina Palmer's book arguing that pricing psychology is about everything that happens before a customer sees the number, not the number itself. Source for Episode 172's tour of irrational-but-effective pricing strategies — Fiji Water's extreme anchoring, Serendipity 3's PR-stunt menu items, Supreme's scarcity-driven markups, Costco's loss-leading reciprocity plays, Ryanair's congruent cheap branding, and Pret a Manger's randomized loyalty rewards.

Discussed in

• Episode 172 — 172-why-these-irrational-prices-actually-work

Related

• Melina Palmer
• Anchoring & Contrast Effect
• Scarcity
• Reciprocity
• Variable Reward Schedule