Is it expensive or cheap? The Psychology of Price

Is it expensive or cheap? And why do we sometimes think about it when making a purchase, while at other times it simply doesn’t matter? William Poundstone discusses the psychology of price, how marketers skillfully use psychological tricks, and what the "right" number on a price tag should look like. To make the consumer buy. Buy at any cost. "Is it expensive or cheap? The Psychology of Price" is based on behavioral decision-making theory, which has been significantly advanced by Daniel Kahneman and Amos Tversky. This book will be interesting (and useful) for anyone who buys, sells, or negotiates. William Poundstone is the author of more than ten well-known books, including "Are You Smart Enough to Work at GOOGLE?", "How to Move a Mountain Fuji", "The Success Formula", "Voting as a Gamble: Why Elections Are Not Fair".