The Price Is Wrong: Understanding What Makes a Price Seem Fair and the True Cost of Unfair Pricing

ISBN-13: 9780470139097 / Angielski / Twarda / 2008 / 256 str.

Sarah Maxwell

Opis

Fair pricing is an issue that affects us all, whether we?re consumers or merchants. Throughout her career, Sarah Maxwell has seen how pricing practices?across a variety of different areas, from mobile phones and airline tickets to prescription drugs and gasoline?impact our everyday lives. Now, with The Price Is Wrong, Maxwell shares her deepest insights on this issue and examines both the psychological and sociological basis of fair pricing.

Recenzje

will change your views about how pricing decisions are made and whether a price is really fair. Supply Management Thursday 22 May 2008 will change your views about how pricing decisions are made and whether a price is really fair. Supply Management Thursday 22 May 2008

Spis treści

Foreword ix

Acknowledgments xiii

About the Author xv

Part I: Background

Chapter 1: Introduction: "Play fair or I quit!" 3

Chapter 2: History: "A just′ price is not God–given!" 13

Part II: Model

Chapter 3: Model: "Now I′m not just annoyed, I′m furious!" 23

Chapter 4: Norms: "That′s wrong, and we all know it!" 31

Chapter 5: Emotions: "You′re not being fair and I hate you!" 41

Chapter 6: Expectations: "That price is a rip–off!" 47

Chapter 7: Outcomes: "You should get what you pay for!" 55

Chapter 8: Attributions: "The seller is to blame!" 65

Chapter 9: Process: "Ya gotta play by the rules!" 73

Chapter 10: Punishment: "Revenge is sweet!" 85

Chapter 11: Power: "Beware a customer wronged!" 93

Chapter 12: Trust: "Fair price? I doubt it!" 101

Part III: Applications

Chapter 13: Modifications: "Sorry! The rules have changed!" 111

Chapter 14: Tipping: "Just don′t stiff the waiter!" 119

Chapter 15: Discrimination: "It′s unfair to charge me more than others!" 125

Chapter 16: Negotiations: "Split the difference. That′s fair!" 133

Chapter 17: Taxes: "Paying taxes is as American as disliking taxes" 145

Chapter 18: Culture: "But I never ordered any bread!" 155

Chapter 19: Practices: "So how is a company supposed to price fairly?" 165

Notes 179

Glossary 205

References 213

Index 233

O autorze

Sarah Maxwell, PhD, is an expert in fair pricing, with both academic and business experience in this field. She is an Associate Professor at Fordham University and is Co–Director of the Fordham Pricing Center. Dr. Maxwell is also Associate Editor of Pricing for the Journal of Product and Brand Management and has written for a variety of publications, including the Journal of Business Research, Journal of Economic Psychology, and the American Journal of Economics and Sociology. Previously, Dr. Maxwell was a vice president of marketing for Aramark and consulted with divisions in Europe and Japan. She has also consulted and taught in several countries including India, China, and Brazil.

Blurb

Praise For The Price Is Wrong

"Consumers will no doubt benefit from the book′s insights and arguments. They will, for example, be better able to negotiate a fair price and avoid the unfair pricing practices of unscrupulous salespeople. Businesses will also benefit from understanding the emotional aspect of pricing, and students, too, can benefit from appreciating the principles of fair play that underlie our economic system."
From the Foreword by Jon Luther, Chairman and CEO, Dunkin′ Brands, Inc.

"Almost every day in our lives, we are confronted with purchasing something, and in all but the rarest situations, we pay the price which is placed directly under the object we are purchasing. There is no room for negotiation, simply acceptance. After reading this book, you will be a more informed consumer and recognize that price is a function of the marketplace tinged with some art and a little mathematical science. The Price Is Wrong will make the average consumer feel more educated and more understanding, and possibly make his next purchase a little more palatable."
Edwin A. Cohen, Chairman, Intranasal Therapeutics, Inc.,and founder and former CEO, Barr Laboratories

"This is a wonderful book that applies modern social science research to the problem of pricing. The Price Is Wrong illuminates the psychological nature of price perception and the disastrous consequences of unfair pricing policies. I recommend it to all who are concerned about the complex human aspects of business."
David M. Messick, Morris and Alice Kaplan Professor Emeritus of Ethics and Decision in Management, Kellogg School of Management, Northwestern University

"Sarah Maxwell′s application of the considerable body of research on fairness to marketing is pathbreaking. Her work will undoubtedly move marketing research into a new direction, and will stimulate further applications of fairness research to world problems."
Edward E. Zajac, Professor of Economics, Emeritus, University of Arizona, and author of Fairness or Efficiency: An Introduction to Public Utility Pricing and Political Economy of Fairness