On the Cutting Edge: Pricing 3.0 and the Effects of Behavioral Psychology

If pricing is the science of numbers, then Behavioral Pricing certainly illustrates the humanistic element of unpredictability in the equation. 

The future of pricing has evolved past the 1.0 and 2.0 stages, Enrico Trevisan of Simon-Kucher & Partners will share some cutting edge thinking from Pricing 3.0.  Drawing on Nobel-prize winning research, attendees will learn:

Enrico Trevisan, Ph.D., Partner,
Simon-Kucher & Partners

• Behavioral pricing theory builds on many ways of predictably irrational consumer behavior, but what does this mean for practitioners who create products and services, make pricing decisions, and define marketing plans?
• How can we leverage customer psychology through the anchoring effect, the endowment effect, product framing, value plus vs. value minus, risk aversion, and decoy tactics?
• How a framework around brand identity, positioning, and related pricing tactics can help to identify the best behavioral tactics. 

Enrico Trevisan will be leading the keynote sessions with Behavioral Pricing-Practical Implications of Pricing 3.0 on December 5, 2013 at the PPS 9th Annual European & Global Conference and Workshops in Berlin, Germany.