pricing
Charm Pricing: Why the Last Digit Is Positioning, Not Math
Everyone knows the $9.99 trick. Everyone still falls for it. Here's why the last digit of your price is a positioning decision, not a math one.
pricing
Product Theory
The Decoy Effect: The Option That Exists to Lose
The medium popcorn was never meant to sell. It was meant to sell the large. Meet the decoy effect—and why it lives on your pricing page.
anchoring
Anchoring: The First Number Always Wins
A real estate agent shows you an $800,000 house you don't love. The next one is $650,000, and suddenly it's a steal. You're not judging the house. You're judging the first number that entered your head.
Product Theory
The Utility Paradox: Why We Scrutinize Tools and Splurge on Treats
The more useful something is, the harder we scrutinize its price. Why we under-invest in essentials, over-invest in indulgences, and how great products flip the switch.