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31 NEW EFFECTS IN EXCLUSIVE READERS AREA Next update scheduled for Q4-2020 "Favorite 5 Books on Pricing" Journal "Consumer Neuroscience in Business", issue June 2019, p. 21 "Best 3 Product Pricing Books of All Time" Bookauthority.org "This book is an absolute must-read for any business owner or marketer." Brian Tracy, Best-Selling Author, "The Psychology of Selling" "The Handbook on the Psychology of Pricing is a masterpiece." Phil McGee, President, Decision Breakers, and Host of Shoppernomics Podcast How to Make Your Prices (Almost) Irresistible? Discover the Power of Psychological Pricing. Prices are paid by customers. But many companies solely focus on their internal costs (mark-up pricing), their external competitors (competition-based pricing) or assume that people behave rationally (value-based pricing). The Handbook on the Psychology of Pricing dives deep on a customer-centric approach. This book presents the most comprehensive collection of psychological pricing strategies and tactics currently available in the market and introduces you to intriguing, hard-to-believe insights into consumer psychology, subconscious persuasion and people's perception of prices. Readers will discover the profound art of psychological pricing and influencing customers' buying behavior. More specifically, you will Understand how to raise attractiveness of your prices and offerings for your customers and lift sales and margins for your business. Learn how to increase customers' willingness