TradeBriefs Editorial

From the Editor's Desk

When Pricing Your Product, Go Big or Small - The Middle Doesn't Sell Well

We make buying decisions with emotions much more than we do with logic.

In his fantastic book, Alchemy, Rory Sutherland (vice chairman of Ogilvy) tells us we get an emotional rush under two types of buying conditions: 1. When we get a great deal/discount, and 2. When we pay a lot of money.

The low and the high prices produce a dopamine squirt in our brains.

Continued here


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