Leigh Caldwell Knihy

「購買心理学」と「行動経済学」の観点からアプローチする、新しい価格戦略の教科書。お客は売り場で何をどう認識して購買を決定するのか、その決定はいかに「不合理」か。顧客心理を読み解き、「買い」へと誘導する価格設定の技法。

The story follows Leigh Caldwell, an Australian mother whose life changes dramatically when her son is diagnosed with Acute Lymphoblastic Leukaemia. Embracing positivity and humor, she focuses on fulfilling her son's dreams, including meeting Sir Richard Branson. Leigh's determination leads her to create a dance group for individuals with special needs, despite lacking formal training. This initiative, Happy Feat, not only transforms lives but also showcases inspiring performances. Her journey emphasizes resilience, humor, and the power of dreaming big, offering readers both laughter and poignant moments.

Explaining the science behind pricing, The Psychology of Price has practical, jargon-free advice on pricing strategies and techniques that can be immediately applied. Includes a toolkit to work out the price point for any product plus expert tips to help businesses understand consumer behaviour and achieve higher sales.