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The Psychology of Pricing: A Gigantic List of Strategies

nickkolenda.com

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Re: The Psychology of Pricing: A Gigantic List of Strategies

#21
post #11

This kind of stuff is a strong argument for communism. An immense amount of mental energy was squandered on creating this list (not Nick Kolenda, the people who studied these things). That same energy could have been spent on curing any number of psychological ailments, but instead it was spent on getting people to pay more for less. It's interesting, but as far as I'm concerned the energy was wasted.

If you want to organize resources and work in a centralized fashion, you still have to understand people, how they think and how they're motivated. You still have to decide who gets what, how they get it, who works on what, how to motivate them... You just do it directly instead of detouring through the abstraction of money and prices. Getting rid of the intermediate pricing abstraction doesn't magically solve the un…

I'll preface what I'm about to say with this: I don't think any economic system works at the scale on which modern economies operate.

> If you want to organize resources and work in a centralized fashion, you still have to understand people, how they think and how they're motivated. You still have to decide who gets what, how they get it, who works on what, how to motivate them... You just do it directly instead of detouring through the abstraction of money and prices.

Understanding people, how they think, and how they're motivated, at the scale of modern economies, is necessarily an approximation. We can group people by demographic, and that gives us better coverage, but ultimately some percentage of people will never be adequately accounted for in our models.

At a smaller scale, say, 50 people, it becomes possible for each of the members of the economy to understand each others needs and motivations. It becomes possible for each person to state their needs and motivations and for others to judge whether these needs are adequately being met or if the person is being too greedy.

> Getting rid of the intermediate pricing abstraction doesn't magically solve the underlying problems.

At small scale, the pricing abstraction offers very little.

> Perhaps it lets you address those problems more directly, but it's not clear that that's a better approach—as programmers and computer sciences we should appreciate the power of abstraction and indirection to make solving problems easier.

I think this is a mistaken characterization of abstraction in computer science. Abstraction doesn't take you further from the problem you're trying to solve, it takes you closer to it. Indirection and abstraction are there to pull you away from the problems you aren't trying to solve: memory management, bit twiddling, etc.

When you talk about addressing problems more directly, that to me means you have created a better abstraction, not that you've removed an abstraction. If a layer of abstraction means you're dealing less directly with the problem, then it was the wrong abstraction and should be replaced or removed. YAGNI.

> The same energy would just have been spent in committees. Except, historically, the process would have ended up far more political than scientific.

I think this is also a function of the size of modern economies.

Size is a difficult problem to solve in itself, but situationally it has been solved with great success: see kibbutzes and communes.

Re: The Psychology of Pricing: A Gigantic List of Strategies

#22

This kind of stuff is a strong argument for communism. An immense amount of mental energy was squandered on creating this list (not Nick Kolenda, the people who studied these things). That same energy could have been spent on curing any number of psychological ailments, but instead it was spent on getting people to pay more for less. It's interesting, but as far as I'm concerned the energy was wasted.

just because capitalism has major issues doesn't mean communism is the correct alternative answer.

Just because I said there exists a strong argument for communism doesn't mean I am not aware of other arguments for other alternatives which might be stronger.

Re: The Psychology of Pricing: A Gigantic List of Strategies

#23

This kind of stuff is a strong argument for communism. An immense amount of mental energy was squandered on creating this list (not Nick Kolenda, the people who studied these things). That same energy could have been spent on curing any number of psychological ailments, but instead it was spent on getting people to pay more for less. It's interesting, but as far as I'm concerned the energy was wasted.

Translated: "That same energy could have been spent on something I care about and not what the author cares about." Which kind of explains why communism always leads to tyranny: it is based on the essentially tyrannical assumption that communists alone have the knowledge to decide how everyone else should be spending thier time, and the moral authority to impose that judgement on others by force. The problem is that…

Communism has worked numerous times and continues to work today, most often using democratic or consensus governance: look at communes and kibbutzes.

> Which kind of explains why communism always leads to tyranny: it is based on the essentially tyrannical assumption that communists alone have the knowledge to decide how everyone else should be spending thier time, and the moral authority to impose that judgement on others by force.

Calm down McCarthy. Not every communist is a Soviet. Communism is a form of economy, not of government, and is entirely compatible with democracy.

> The problem is that no one has ever found a way of granting such power of central decision making in such a way that either:

> a) central planners have access to the information and computing power distributed in the market such that they can make well-judged decisions even by the theoretically pure criteria they claim to be using (that is, communism is inefficient)

> b) central planners have no incentive not to make decisions that serve their own interests to the detriment of all others (that is, communism is corrupt).

No one you know of has solved these problems, which only goes to show your ignorance.

Scale is an easy solution to both these problems--a small economy in which all parties can interact with all other parties removes the need for central planning entirely and allows all parties to balance their own interests with the interests of others.

> Given that theses results are incredibly robust and widely known, it is weird that anyone would suggest communism is an interesting alternative to anything. Reform capitalism all you want, but why bring up the political equivalent of a perpetual motion machine as the solution?

Given that you clearly are completely unaware of numerous working examples of democratic communism, what makes you feel qualified to have an opinion on the subject?

Re: The Psychology of Pricing: A Gigantic List of Strategies

#24
post #8

This kind of stuff is a strong argument for communism. An immense amount of mental energy was squandered on creating this list (not Nick Kolenda, the people who studied these things). That same energy could have been spent on curing any number of psychological ailments, but instead it was spent on getting people to pay more for less. It's interesting, but as far as I'm concerned the energy was wasted.

I see where you're coming from. Hopefully I can defend some some of the researchers in that field :) Although most applications of that research are often applied to business and marketing, the underlying research has broader implications. For example, some of those studies progressed our understanding of cognition in general (the researchers merely used numbers in their study - which was then adapted for pricing app…

And, with a better understanding of cognition, we can help pave the way toward other, more benevolent applications (e.g., curing psychological ailments).

An example of progress would be equally intensive research on how consumers could tip the balance back in our favor. I'm skeptical that it will happen for a couple of reasons:

1. Research supporting business and marketing probably has infinitely more generous funding. We are hopelessly out-gunned.

2. Research into how people respond to abuse (manipulation) doesn't necessarily translate into benevolent applications.

Re: The Psychology of Pricing: A Gigantic List of Strategies

#25

Can knowledge of these strategies reduce their effectiveness on the part of the buyer? For example, even though many items like gas are priced at 2.1999, I calculate it to be $2.20.

Our software could do this for us automatically, e.g., a browser plug-in that detects prices in a web page, and automatically rounds them back up, then adds taxes and shipping.

Re: The Psychology of Pricing: A Gigantic List of Strategies

#26
This list is great. I think it's funny how many of these folks criticize the list. They are probably the same ones who chose to OS their products for them to go off and die on Git rather than actually sell it.

I would add that doing bundles after payment is huge. Once a customer has paid, adding 15% to their bill is a very easy sale. Whether a soft good or in the form of version insurance/download protection. Conceivably, it could be done on Saas too, perhaps to lock in the rate for life with a one-time charge.

Cheers.

Re: The Psychology of Pricing: A Gigantic List of Strategies

#28
This is a great How to be Evil manual.

"If you decide to downsize your product, you should reduce the size of all three dimensions — height, width, and length — by an equal amount. Consumers are less likely to notice a change in all three dimensions."

"People will perceive your price to be smaller if you display that price in a smaller font."

"People will perceive your price to be lower if it contains fewer syllables."

Re: The Psychology of Pricing: A Gigantic List of Strategies

#29
This is very high value, well presented, and I went to read some of your other work.

I appreciate your source cites. Well done.

Gold Star for never discounting without a reason. The amount of lost value due to this is insane. It is a constant issue I face. Most of the time, I find improving value perception to be the better, more sustainable answer to sluggish sales.

Re: The Psychology of Pricing: A Gigantic List of Strategies

#30
I know the arguments behind it, and I know the research shows it brings slightly higher conversions, but I always see charm pricing (e.g. 2.99 vs 3.00) as an insult of sorts to my intelligence.

It's like the company is saying they don't think their customers have the mental capacity to reason that 9.99 is effectively the same price as 10.

It's even doubly meaningless for some products in Australia, because with 5c being the lowest coin in circulation purchasing a single item worth $9.99 will be rounded up to $10 anyway.

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