Is it expensive or cheap? The Psychology of Price

Is it expensive or cheap? And why do we sometimes think about this when making a purchase, while at other times it just doesn’t matter? William Poundstone discusses the psychology of price, how marketers cleverly use psychological tricks, and what... the "right" number on a price tag should look like. To get consumers to buy. Buy at all costs. "Is it expensive or cheap? The Psychology of Price" is based on behavioral decision theory, which has been significantly shaped and developed 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 Mt. Fuji", "The Success Formula", and "Voting as a Gamble: Why Elections Aren't Fair".