Melina Palmer
The Truth About Pricing
How to Apply Behavioral Economics So Customers Buy
Mango Publishing, 2024
What's inside?
What’s going on in a consumer’s head is more important than a product’s actual price.
Recommendation
You may be surprised to learn that the price of a product or service is not most people’s first consideration when they’re making buying decisions. Consultant Melina Palmer advises businesses on how to focus on human behavior to get people to buy, instead of just setting a price and hoping to attract customers. The pricing context of behavioral economics draws on tactics such as nudging consumers at appropriate moments, catering to their herd instincts, and framing a purchase in an enticing way. Readers will find this important guide useful for its insights into drawing in customers.
Summary
About the Author
Melina Palmer is the CEO of The Brainy Business, a behavioral economics consulting firm. She is also the author of What Your Employees Need and Can’t Tell You.
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