Price Is Wrong, The: Understanding What Makes A Price Seem Fai

Description:
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.

Review:
'...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

Table of Contents:
Foreword. Acknowledgements. About the Author. Part One. Background. Chapter 1. Introduction: 'Play fair or I quit!' Chapter 2. History: 'A 'just' price is not God-given!' Part Two. Model. Chapter 3. Model: 'Now I'm not just annoyed, I'm furious!' Chapter 4. Norms: 'That's wrong, and we all know it!' Chapter 5. Emotions: 'You're not being fair and I hate you!' Chapter 6. Expectations: 'That price is a rip off!' Chapter 7. Outcomes: 'You should get what you pay for!' Chapter 8. Attributions: 'The seller is to blame!' Chapter 9. Process: 'Ya gotta play by the rules!' Chapter 10. Punishment: 'Revenge is sweet!' Chapter 11. Power: 'Beware a customer wronged!' Chapter 12. Trust: 'Fair price? I doubt it!' Part Three. Applications. Chapter 13. Modifications: 'Sorry. The rules have changed!' Chapter 14. Tipping: 'Just don't stiff the waiter!' Chapter 15. Discrimination: 'It's unfair to charge me more than others!' Chapter 16. Negotiations: 'Split the difference. That's fair!' Chapter 17. Taxes: 'Paying taxes is as American as disliking taxes!' Chapter 18. Culture: 'But I never ordered any bread!' Chapter 19. Strategy: 'So how can a company price fairly?' Appendix A. The Price is Unfair! A Conceptual Framework of Price Fairness Perceptions. Appendix B. Price Fairness. Notes. References.

Author Biography:
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.