The Price is Wrong: Understanding What Makes a Price Seem Fair and the True Cost of Unfair Pricing by Sarah Maxwell
Book Description
An in-depth look at fair pricing practices and their affect on our everyday lives
Certainly consumers today are concerned about the unfairness of
gasoline prices. And even if these concerns subside, the focus on fair
pricing will shift to other areas such as the unfair costs of health
care, mobile phones, prescription drugs, a college education, real
estate, or hotel rooms. In The Price Is Wrong, pricing expert Sarah
Maxwell explains the psychological and sociological basis of fair
pricing and reveals how this issue affects our everyday lives. Written
in a straightforward and accessible style, this book shows readers how
unfair pricing causes an extreme emotional response. Throughout the
book, Maxwell skillfully explains what makes a price seem wrong, the
social norms of fair pricing, and the true cost of unfair pricing. (Amazon.Com)