The Psychology of Pricing by Nick Kolenda

The list of methods:

STEP 1: INFLUENCE THEIR PERCEPTION

TACTIC 1: REDUCE THE LEFT DIGIT BY ONE
TACTIC 2: CHOOSE PRICES WITH FEWER SYLLABLES
TACTIC 3: DISPLAY PRICES IN A SMALL FONT SIZE
TACTIC 4: REMOVE THE COMMA
TACTIC 5: USE WORDS THAT ARE RELATED TO A SMALL MAGNITUDE
TACTIC 6: SEPARATE THE SHIPPING AND HANDLING
TACTIC 7: OFFER PAYMENTS IN INSTALLMENTS
TACTIC 8: MENTION THE DAILY EQUIVALENCE
TACTIC 9: BE PRECISE WITH LARGE PRICES
TACTIC 10: POSITION LOW PRICES TOWARD THE LEFT
TACTIC 11: EXPOSE CUSTOMERS TO TWO MULTIPLES OF YOUR PRICE
TACTIC 12: USE THE RIGHT AMOUNT OF “ROUNDEDNESS”
TACTIC 13: TAILOR PRICES TOWARD NAMES AND BIRTHDAYS
TACTIC 14: SHOW PRICES AT THE OPTIMAL TIME
TACTIC 15: DISPLAY RED PRICES TO MEN
TACTIC 16: START NEGOTIATIONS WITH A HIGH PRECISE NUMBER
TACTIC 17: EXPOSE PEOPLE TO HIGHER “INCIDENTAL” PRICES
TACTIC 18: EXPOSE PEOPLE TO ANY HIGH NUMBER
TACTIC 19: RAISE THE PRICE OF YOUR PREVIOUS PRODUCT
TACTIC 20: SORT PRICES FROM HIGH TO LOW
TACTIC 21: POSITION PRICES TO THE RIGHT OF LARGE QUANTITIES
TACTIC 22: ADD VISUAL CONTRAST TO SALE PRICES
TACTIC 23: OFFER A DECOY OPTION

STEP 2: MOTIVATE THEM TO BUY

TACTIC 24: REMOVE THE CURRENCY SYMBOL
TACTIC 25: CHARGE CUSTOMERS BEFORE THEY CONSUME
TACTIC 26: ATTRIBUTE BUNDLED DISCOUNTS TO HEDONIC PRODUCTS
TACTIC 27: DON’T BUNDLE EXPENSIVE AND INEXPENSIVE PRODUCTS
TACTIC 28: SHIFT THE FOCUS TOWARD TIME-RELATED ASPECTS
TACTIC 29: CREATE A PAYMENT MEDIUM
TACTIC 30: AVOID LANGUAGE RELATED TO MONEY
TACTIC 31: EMPHASIZE THE INHERENT COSTS OF YOUR PRODUCT
TACTIC 32: ADD SLIGHT PRICE DIFFERENCES TO SIMILAR PRODUCTS
TACTIC 33: USE MORE FREQUENT (YET SMALLER) PRICE INCREASES
TACTIC 34: DOWNSIZE A FEATURE BESIDES PRICE
TACTIC 35: FOLLOW THE “RULE OF 100”
TACTIC 36: PROVIDE A REASON FOR THE DISCOUNT
TACTIC 37: OFFER DISCOUNTS THAT ARE EASY TO COMPUTE
TACTIC 38: OFFER DISCOUNTS TOWARD THE END OF THE MONTH
TACTIC 39: POSITION SALE PRICES TO THE RIGHT OF ORIGINAL PRICES
TACTIC 40: ONLY GIVE DISCOUNTS ON LOW-PRICED PRODUCTS
TACTIC 41: END DISCOUNTS BY PHASING THEM OUT GRADUALLY
TACTIC 42: OFFER DISCOUNTS WITH LOW RIGHT DIGITS

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