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Handbook on the Psychology of Pricing: 100+ effects on persuasion and influence every entrepreneur, marketer and pricing manager needs to know
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Review
"Dr. Markus Husemann-Kopetzky has written a book that will be of immense, practical help to everyone involved in selling or price setting. The Handbook on the Psychology of Pricing clearly presents over one-hundred psychological pricing effects backed by solid research. This book is an absolute must-read for any business owner or marketer."Brian TracyBest-Selling Author"The Psychology of Selling""The author packed decades of research into a readable, comprehensive manual on pricing psychology. This book is an absolute must-read for every manager interested in exciting customers, driving growth, and increasing profits."Christian GasplmayrDirector Sales and Consumer Interaction TransformationSwarovski"This book is packed with intriguing, powerful insights that will expand your perspective on pricing. A must-read for all managers who have to make profitable pricing decisions."Dr. André HintschesHead of International Pricing, Used CarsVolkswagen Financial Services"The Handbook on the Psychology of Pricing is at its best in consolidating 'the art' of psychological pricing. It offers a wealth of insights that can inspire every company - big and small, high-tech and low-tech. This book is an absolute must-have on every marketer's bookshelf!" Simone MoserMarketing ManagerBSH Home Appliances "If you ever wondered what psychological levers pricing managers have at their hands, you will find it in the Handbook on the Psychology of Pricing. This is the most comprehensive coverage on the topic available. An indispensable resource for all pricing managers."Martin Jarmatz, PhDStrategic Pricing ManagerTDC Group "To the point. No fluff. No insights wrapped in lengthy story telling. The Handbook on the Psychology of Pricing is a rich source of inspiration and a must-read for any entrepreneur."Simon KrämerEntrepreneurFlowerArt"Outstanding. Every time I open the Handbook on the Psychology of Pricing I find new ideas for my company and my clients' businesses to drive growth and profitability."Martin FyrstFounderTraction Business "The Handbook on the Psychology of Pricing breaks new ground in the breadth and depth on psychological pricing. This book is a must-read for anyone who want to realize the powerful forces psychological pricing has on a company's financial performance of any size."Loa FridfinnsonChief Creative StrategistActiv8 | Corporate Relations "The author does a brilliant job in distilling the practical core of academic research. The Handbook on the Psychology of Pricing offers a new perspective on how pricing innovations impact customer behavior and grow business. The insights in this book are priceless."Prof. Dr. Mike HoffmeisterFounder of the International Trend ForumMarketing ProfessorOstfalia University of Applied Sciences
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About the Author
Dr. Markus Husemann-Kopetzky is a best-selling author, passionate researcher and experienced pricing manager. He knows both sides, academia and business. Markus is a senior research fellow at the University of Paderborn, Germany, where he graduated with a PhD in economics with research on behavioral pricing while publishing a best-selling book on the subject in his home country. In his professional career, he has held consulting and management positions in the financial services and retail industries for more than 12 years.
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Product details
Paperback: 189 pages
Publisher: Pricing School Press (October 5, 2018)
Language: English
ISBN-10: 3947897006
ISBN-13: 978-3947897001
Product Dimensions:
6 x 0.4 x 9 inches
Shipping Weight: 12.2 ounces (View shipping rates and policies)
Average Customer Review:
5.0 out of 5 stars
3 customer reviews
Amazon Best Sellers Rank:
#436,613 in Books (See Top 100 in Books)
I don't enjoy a lot of business books, in large part as they tend to be fairly "fluffy" (repeating the same message again and again, etc.) The Handbook on the Psychology of Pricing is very different (in a good way!). It covers a wealth of academic studies on the psychology of pricing - what makes people buy at one price point versus another and how seemingly insignificant details (lucky numbers, people's birth dates, the placement of dollar signs in a price, free give aways, bundling, anchoring, buy back, etc.) can affect whether people buy or don't buy, find a price too high or two low, etc.Some of these studies I was already familiar with, but others are completely new to me. And all was presented in a clear, easy to read way that's perfect for someone who might not be super familiar with economic psychology. (I have some background, but can't argue with easy-to-follow, either!)If I have any complaint, it's that a lot of psychological studies haven't shown to be reproducible, have low sample sizes, and are otherwise susceptible to p-hacking, which is mentioned, but somewhat glossed over. I wouldn't have minded a bit more coverage of this! On the other hand, as this is meant to be more of a handbook for practical pricing, I'd hardly consider this to be a great flaw. (After all, even a pricing method it doesn't work for sure, it's worth a shot, right? Also, the studies are linked in the back of the book, so I could always look some of them up if I'm overly curious about the details.)All in all, a great book either for people who are trying to figure out the optimal way to price (or bundle) their products or just are curious about how pricing psychology works.
This works! I wasn’t quite sure what to expect when I purchased this book. When I took my brick-and-mortar store online (my business is selling arts & crafts), I was needing to increase my online sales and I took a chance. Following some principles outlined in this book, my sales and margins went up for both, my online but also my offline shop within a few weeks. Highly recommend!
A very comprehensive source on psychological pricing – really insightful, absolutely pragmatic. It demonstrates with a plethora of effects how customers predictably behave irrationally – and makes you wonder whether you fall prey to the same effect. Admittedly, I do.
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