Price stimulates behaviours – manage that knowledge well

The evidence is clear that price can stimulate particular positive or negative behaviours. It is wise for firms to determine how best to bring about positive reactions. In doing this they should ensure that they are not exploiting customer vulnerabilities in the short term so that the long-term effect is a breach of trust in the price structure.

Get Smarter Pricing: How to capture more value in your market now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.