Handbook on the Psychology of Pricing: 100+ effects on persuasion and influence every entrepreneur, marketer and pricing manager needs to know | Dr. Markus Husemann-Kopetzky

"Favorite 5 Books on Pricing"

―Journal "Consumer Neuroscience in Business", issue June 2019, p. 21

"Best 3 Product Pricing Books of All Time"

―Bookauthority.org

"This book is an absolute must-read for any business owner or marketer.”

―Brian Tracy, Best-Selling Author, "The Psychology of Selling"

"The Handbook on the Psychology of Pricing is a masterpiece.”

―Phil McGee, President, Decision Breakers, and Host of Shoppernomics Podcast

How to Make Your Prices (Almost) Irresistible?

Discover the Power of Psychological Pricing.

Prices are paid by customers. But many companies solely focus on their internal costs (mark-up pricing), their external competitors (competition-based pricing) or assume that people behave rationally (value-based pricing).

The Handbook on the Psychology of Pricing dives deep on a customer-centric approach. This book presents the most comprehensive collection of psychological pricing strategies and tactics currently available in the market and introduces you to intriguing, hard-to-believe insights into consumer psychology, subconscious persuasion and people’s perception of prices.

Readers will discover the profound art of psychological pricing and influencing customers’ buying behavior. More specifically, you will

• Understand how to raise attractiveness of your prices and offerings for your customers and lift sales and margins for your business.
• Learn how to increase customers’ willingness to pay for your products and services.
• Expand your pricing skill set and learn about more than 100 effects unearthed and backed by solid academic research.
• Boost your professional value by emerging yourself into a new and growing field of research: behavioral pricing.
• Stay ahead of the curve and receive free updates exclusive for readers.

Dr. Husemann-Kopetzky translates hundreds of academic papers into a handy manual for business owners and managers to optimize prices from a customers’ perceptive.

This book is required reading for entrepreneurs, general and category managers, marketers, product and brand managers, pricing strategists, management consultants, and business students who are interested in adding an invaluable pricing edge to their business practice and personal pricing quiver.

Editorial Reviews

Review

Best 5 Books on Pricing
―Journal "Consumer Neuroscience in Business", issue June 2019, p. 21

Best New Product Pricing Books To Read In 2020 (ranked 2nd)

―Bookauthority.org

Best Product Pricing Books of All Time (ranked 5th)

―Bookauthority.org

"Dr. Markus Husemann-Kopetzky has written a book that will be ofimmense, practical help to everyone involved in selling or pricesetting. 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 Tracy

Best-Selling Author

"The Psychology of Selling"

"The Handbook on the Psychology of Pricing is a masterpiece. I loved how, after each of the effects written about, Markus includes an action statement for marketers that basically says, 'here's how to use this.'"

Phil McGee

Decision Breakers, President

Host of Shoppernomics Podcast

"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 Gasplmayr

Director Sales and Consumer Interaction Transformation
Swarovski

"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 Hintsches
Head of International Pricing, Used Cars
Volkswagen 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 Moser
Marketing Manager
BSH 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, PhD
Strategic Pricing Manager
TDC 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 Krämer

Entrepreneur
FlowerArt

"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 Fyrst
Founder
Traction 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 Fridfinnson
Chief Creative Strategist
Activ8 | 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 Hoffmeister
Founder of the International Trend Forum
Marketing Professor
Ostfalia University of Applied Sciences

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.