The Pricing Psychology Toolkit

Buyers do not evaluate a price against a cost they cannot see. They evaluate it against other prices, against what the thing appears to be, and against what paying it would say about them. All three are things you influence, and none of them is the number itself. This is why identical products sell at different prices without either being wrong, and why lowering a price sometimes reduces sales.

Inside: anchoring done properly and the three ways it is usually botched, tier design where each tier has a different job, the decoy effect and the safer construction that achieves the same thing honestly, charm pricing and the products where the 9 costs you, and what a discount actually teaches a customer.

There is a full section on pricing your own time, for consultants and freelancers: why hourly billing works against you, a three-tier structure for services, and how to raise a rate without the silence that makes it feel like something being got away with.

What it is not: a set of numbers to copy. No effect sizes appear, deliberately, because published ones vary enormously by category and a percentage lifted from one study into your pricing page is folklore with a decimal point. It also flags which of the usual tricks now carry legal exposure.

8 pages, A4, formatted for printing. Delivered as a PDF immediately after payment.