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Course Outline

Introduction

Overview of Pricing Psychology

  • Significance of pricing
  • The influence of the number nine
  • Price anchoring
  • Encouraging price comparisons

Selecting the Appropriate Price

  • Strategies tailored to the target audience
  • The '99' effect
  • 95 versus 99
  • Avoiding odd-ending prices
  • The precision effect
  • Ego-driven pricing

Presenting the Price to Consumers

  • The syllables effect
  • Including cents
  • Using commas in pricing
  • The verticality effect
  • The male-red effect

Framing Strategies for Pricing

  • The 'pennies-a-day' effect
  • The spare change effect
  • Gain-framings combined with 9-ending prices
  • Time-based framing

Presenting the Product to Consumers

  • Offering compromise options
  • The decoy effect
  • The descending order effect
  • The anchoring effect

Offering Product Sales and Discounts

  • The subtraction principle
  • Simplifying discount calculations
  • Percentage-based discounts
  • Relative size and relative distance
  • The verbal matching effect
  • Vertical and horizontal positioning
  • Effects of left and right digits
  • Setting discount limits

Handling Additional Charges

  • Partitioned pricing
  • Presenting surcharges
  • The role of the surcharge amount
  • Surcharge consolidation effect
  • Reversing partitioning

Summary and Conclusion

Requirements

  • A foundational understanding of sales, marketing, and pricing
  • An interest in psychological theories and research applicable to business

Target Audience

  • Entrepreneurs
  • Marketing personnel
  • Sales personnel
 7 Hours

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