9. Use pricing that
seems more precise.
It’s perceived to be
more credible
Confidential9
499€
501€
500€
10. Guide the customer with decoy pricing
The Economist pricing experiment
Confidential10
16
0
84
68
32
N=100
Ariely: Predictably Irrational
Subscriptions (test #1) Subscriptions (test #2)No of times
the option
was chosen
No of times
the option
was chosen
11. Decoy effect in action
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7,99
Basic
9,99
Pro
99,99
Enterprise
13. Our brains aren’t good at judging
absolute values, but they are
always ready to compare values
and benefits.
Roger Dooley
Brainfluence
Confidential13
14. Align your pricing to fit your
overall value proposition
• Choose the choices carefully!
• Too many or too little may
turn your customers away
vs.