Psychology of Pricing

Pricing
Pricing = Positioning

• Price premumium:
  
  • Value: Feature, Advantage, Benefit
  • Benefit matrix > critical value dimension
  • Cost: BOM
  • Motivational crowding 誘因排擠
• Competitive price
  
  • margin share
  • ex: private brand
  • Price differentiation / discrimination

B2C: Market survey

• the problem with market research is that people don't think how they feel, they don't say what they think and they don't do what they say. David Mackenzie Ogilvy
• Psychological distance 心理距: 延遲付款+立即效益

B2B: Availbilty bias

• Reframing the decision 重塑框架: 調整產品呈現的方式
• Sales ot return: 省去購買決定
• 調漲利潤佳的品項，宣傳沒調漲的品項

Unknown expected utility 未知期望效用

• Anchoring 錨定 (1:2:4, 3:5:15)

Asymmetric dominance approach 非對稱優勢法

• price-level decoys 價格誘餌 (3:4:6)
• dimishing marginal utility 邊際效益遞減法則
• goldilocks effect 金髮女孩效應

Competitive equilibium 競爭性均衡
削價競爭至損益兩平無利潤

• Bundling 搭售: comparison complexity
• mini version
• promotion
• Sales or return
• Price differentiation / discrimination

他買了，所以我買了

• Peer effect 同儕效應: 當遇到某些情況，沒有
• Reciprocity 互惠
• Subjective quality 主觀品質效應

既然是我的，那他一定是好的

• Endowment effect 稟賦效應
• Loss aversion 損失規避
• Status quo bias 維持現狀偏誤

Free = 幫客戶省去一個購買的決定

• reward point 集點
• buy one get one free 買X送X
• freebie / giveaway 贈品
• upgrade 免費升等
• personal info for giveaway 個資換贈品
• redeem 兌換卷
• gift with purchase 滿額送
• free shipping with purchase 滿額免運費
• 來店禮
• 結帳贈送試用品
• complimentary 免費贈品