{"product_id":"priced-to-influence-sell-utpal-dholakia-9780999186732","title":"Priced to Influence, Sell \u0026 Satisfy: Lessons from Behavioral Economics for Pricing Success","description":"Pricing holds the key to business success. The greatest challenge in pricing is the human factor. To price effectively, customer psychology usually trumps rational microeconomic thinking. \u003cp\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eHow did Subway turn one accidentally discovered price promotion into a multi-billion dollar success story? \u003c\/li\u003e \u003cli\u003eHow much knowledge of prices do customers really have? \u003c\/li\u003e\n\u003cli\u003eWhy do most people spend two months' salary to buy an engagement ring? \u003c\/li\u003e\n\u003cli\u003eDoes Pay What You Want pricing really work? \u003c\/li\u003e\n\u003cli\u003eHow can you get your customers to trade up? \u003c\/li\u003e\n\u003cli\u003eWhy do Supreme t-shirts sell for $1,500 or more? \u003c\/li\u003e\n\u003cli\u003eWhy do so many consumers hate Uber's surge pricing even though economists love it? \u003c\/li\u003e\n\u003c\/ul\u003eIn \u003cb\u003e\u003ci\u003ePriced to Influence, Sell \u0026amp; Satisfy\u003c\/i\u003e\u003c\/b\u003e, you will find answers to these and many more questions. The book introduces the latest thinking about Psychological Pricing, the science of designing effective pricing strategies using behavioral economics principles. You will learn how customers search for, evaluate, share, and use prices in their buying decisions, how they participate in setting prices, and what managers can do to understand and influence these processes. Psychological pricing actions are levered. Many of them require relatively small investments and produce disproportionately large returns to the business.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Utpal Dholakia\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0999186736\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780999186732\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Utpal Dholakia\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 06\/23\/2019\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 236\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.77lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.00h x 6.00w x 0.54d","brand":"Utpal Dholakia","offers":[{"title":"Paperback","offer_id":43995655078143,"sku":"9780999186732","price":20.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_410de0e8-d273-449e-be6a-7ec2b6fb56ec.jpg?v=1683337053","url":"https:\/\/www.whiterainbookhouse.com\/products\/priced-to-influence-sell-utpal-dholakia-9780999186732","provider":"WR Book House","version":"1.0","type":"link"}