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The Psychology of Pricing: What Businesses Need to Know About How Consumers’ Feelings Affect Their Behavior

February 20, 2017

Part of the Thunderbird School of Global Management Executive Lecture Series, Marketing Professor Richard H. Baer explains how consumers’ emotions drive their understanding of pricing. He shares 10 principles that businesses use to optimize prices by capitalizing on consumer psychology.

 

Read a recap of the lecture here or test your knowledge with a quiz!