Subscriber-Only Express Guide

Already a subscriber? Login

Subscribe and get immediate access to this guide, full access to our research library, and much more...

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.

This guide is just one of hundreds of educational resources you get access to as a PricingBrew Journal subscriber.

Subscribe & Get Access

More Subscriber-Only Resources From Our Library