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How Customers Evaluate a Price

Mark Dresdner of Stratapult Advisors Exposes Eight Factors Influencing Customers’ Perception of a Price

Customers do not apply an objective approach coupled with extensive research to determine value. Instead, a number of heuristics and emotional factors play an important role when potential customers assess a price. In this guide by Mark Dresdner of Stratapult Advisors, you'll learn:

  • How prices that have been offered before can positively or negatively affect customers' perceptions of value.
  • How comparison complexity is a double-edged sword that can work against you or be used to your advantage.
  • How switching costs affect willingness-to-pay and what you can do to help mitigate the negative perceptions.
  • How the various factors would be considered and used to formulate a pricing strategy in a real-world scenario.

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