The Human Risk Podcast8 Tammi 2024

Melina Palmer on The Truth About Pricing

What determines the price of an item or service? How can we price things so that people want to buy them but also so that we feel it’s fair? Whether (like me) you’re in business and have to sell, or you’re negotiating a salary or looking to buy or sell a house or a car, pricing matters.

My guest on this episode, Melina Palmer, is the author of a new book, The Truth About Pricing: How to Apply Behavioral Economics So Customers Buy (Value Based Pricing, What Your Buyer Values).

She’s also the host of the Brainy Business podcast and has been on the show before (links below).

Topics
In our discussion, we explore:

What makes effective pricing strategies in business and our personal lives;
How psychology influences customer purchase decisions;
The importance of storytelling and anchoring effects on price perception;
How brand perception impacts the perceived value of products;
Why a grilled cheese sandwich might be worth $214;
How heuristics and cognitive biases help and hinder us as we buy and selling;
The Challenges and complexities of pricing in the digital age; and
The relationship between price and identity and how we value items we purchase.

and much, much more

Links
To find out more about Melina’s Brainy Business podcast and her work as a speaker, coach and trainer visit thebrainybusiness.com

To download free sample chapters from her books at brainy business.com/human risk
Find her on LinkedIn https://www.linkedin.com/in/melinapalmer/

To her her previous apparenace on this show: https://www.humanriskpodcast.com/melina-palmer-on-using-behavioural/

On the show, we referred to:

The book Blindsight: The (Mostly) Hidden Ways Marketing Reshapes Our Brains by Matt Johnson and Prince Ghuman: https://www.goodreads.com/en/book/show/52225003
The $214 Grileld Cheese Sandwich: https://www.cnbc.com/2017/10/25/most-expensive-grilled-cheese-in-the-world-from-serendipity-3.html
The Virgin Mary sandwich: https://www.miamiherald.com/news/local/article223941560.html

Tämä jakso on lisätty Podme-palveluun avoimen RSS-syötteen kautta eikä se ole Podmen omaa tuotantoa. Siksi jakso saattaa sisältää mainontaa.

Jaksot(368)

Christian Hunt on Human Risk: what is it & how can we mitigate it?

What is Human Risk? What does 'Bringing Behavioural Science to Ethics & Compliance' mean in practice? On this episode, I'm cross-casting an episode of the Ethical Experts podcast that explores Human R...

2 Loka 202047min

Rob Chesnut on how companies can help their employees to work with Integrity

How can organizations ensure they are ethical? We all understand the principle, but what does it mean in practice? As Ethics becomes a more significant factor in how employees, customers and regulat...

29 Syys 20201h

Christian Hunt on what COVID has taught us about Human Behaviour

What, if anything, have we learned about human behaviour from COVID? That's what I'm exploring in this episode. Six months ago, my friend Mark Heywood invited me onto the first episode of Behind The S...

26 Syys 202034min

Jérôme Tagger on Preventable Surprises - effecting change through influence

Why are there so many entirely preventable financial disasters? And why don't the people behind the companies that suffer them, prevent them from happening?That's what my guest Jérôme Tagger and I exp...

24 Syys 202057min

Dr Johannes Lohse on Active vs Passive Risk: how doing nothing can also cause risk.

When we think of risk, it is usually in the context of 'risk-taking'; in other words, an active decision to do something. But it is equally possible to take risk by doing nothing; passive risk. What...

17 Syys 202057min

Dr Andrew Ishak on Communication in High-Pressure Situations

As academic establishments continue to adjust from face to face teaching to being primarily online experiences, how are academics adjusting? That's the start point for my discussion in this episode w...

9 Syys 20201h

Travis Waugh on delivering more effective training

What do you think of when you read the phrase 'Compliance Training'? Something dull that you're either forced to give (if you're in Compliance) or endure (if you're not)? If so, you're not alone. Bu...

4 Syys 20201h 3min

Professor Olivier Sibony on Why we all make Mistakes and how to avoid them.

Why do even the smartest and most savvy business people make mistakes? It's not because they're stupid. Instead, it's because of the way our brains work. That's what Professor Olivier Sibony, my guest...

1 Syys 20201h