Psychology of Pricing: How Buyers Interpret Price, Value, and Risk
How buyers interpret price through reference points, fairness, comparison and perceived risk.
Read articleTopic · Millionaire Lesson
Pricing
A focused collection of ideas, frameworks and practical lessons from the Millionaire Lesson library.
Start here
10 articlesFeatured reading
Bundling Strategy: When Packaging Products Raises Profit
PRICING · BUSINESS · DECISION-MAKINGBundling Strategy: When Packaging Products Raises ProfitA practical guide to bundling strategy: when packaging products raises profit, with the economics, decision rules, common mistakes, and trade-offs that matter in real…
Read articleValue-Based Pricing: How to Price Around Outcomes
PRICING · BUSINESS · DECISION-MAKINGValue-Based Pricing: How to Price Around OutcomesA practical guide to value-based pricing: how to price around outcomes, with the economics, decision rules, common mistakes, and trade-offs that matter in real…
Read articleLibrary
10 resultsLatest articles
Unbundling Strategy: When Simplicity Creates a Better Offer
PRICING · BUSINESS · DECISION-MAKINGUnbundling Strategy: When Simplicity Creates a Better OfferA practical guide to unbundling strategy: when simplicity creates a better offer, with the…
Read articlePrice Anchoring Psychology: Reference Points and Buyer Perception
PRICING · CONSOLIDATED GUIDEPrice Anchoring Psychology: Reference Points and Buyer PerceptionPrice anchoring describes how an initial number or reference point can influence later judgments about…
Read articleBranding Power: When a Brand Changes Willingness to Pay
Branding creates pricing power when it changes expected quality, credibility, uniqueness, risk or identity enough that buyers resist switching to a cheaper alternative.
Read articleGood-Better-Best Pricing: Designing Three-Tier Offers
PRICING · BUSINESS · DECISION-MAKINGGood-Better-Best Pricing: Designing Three-Tier OffersA practical guide to good-better-best pricing: designing three-tier offers, with the economics, decision rules, common mistakes, and…
Read articlePricing Power: How to Recognize It Before Raising Prices
PRICING · BUSINESS · DECISION-MAKINGPricing Power: How to Recognize It Before Raising PricesA practical guide to pricing power: how to recognize it before raising prices,…
Read articleDecoy Pricing: When a Third Option Changes the Choice
PRICING · BUSINESS · DECISION-MAKINGDecoy Pricing: When a Third Option Changes the ChoiceA practical guide to decoy pricing: when a third option changes the choice,…
Read articlePrice Elasticity for Business Owners: How to Raise Prices Without Guessing
PRICING · DEMAND · UNIT ECONOMICS Elasticity measures how demand responds to price, but the operating decision is richer: management must estimate what happens to…
Read article