1. credits
   1. source article
      1. Nick Kolenda
      2. published May 6, 2015
   2. this map
      1. Eric Bouchet
      2. created May 11, 2015
      3. icons
         1. flaticon
2. Determine Your Price
   1. Use Charm Pricing
      1. $3.00 to $2.99 more effective than $3.80 to $3.79
      2. Tip: emphasize new base digit
         1. minimize digits after decimal
   2. Use Proper Amount of Fluency
      1. "roundedness"
         1. when consumers can process price quickly, it feels "just right"
         2. emotion
            1. leave out the cents
         3. rationale
            1. add some cents
      2. fewer syllables
         1. people will perceive your price to be lower if it contains fewer syllables
3. Influence Their Perception
   1. Reframe your Price
      1. Shipping & Handling
      2. Installments
      3. Daily Equivalence
   2. Prime a Small Magnitude
      1. Physically position your price to the left
      2. Small Font Size
      3. Remove Comma
         1. also helps with phonetics
            1. $1,499 = 10 syllables
            2. $1499 = 5 syllables
      4. "Congruent" Language
      5. Precise w/ Large Prices
   3. Maximize Reference Price
      1. High Precise Anchor
      2. Higher "Incidental" price
      3. Any High Number
      4. Increase Previous Product
   4. Emphasize Gap Between Reference Prices
      1. Price Comparisons
         1. font color
         2. physical distance
         3. font size
      2. Decoy Product
4. Motivate Them To Buy
   1. Reduce "Pain of Paying"
      1. pain comes from
         1. saliency of the payment
            1. money leaves our hands
         2. timing of the payment
            1. we pay after we consume
      2. Remove $ sign
         1. still consider overall clarity
      3. Charge Before Consumption
         1. avoid sending receipt at end of the month
      4. Bundle Your Products
      5. Time-Related Aspects
         1. time increases focus on product experience
      6. Payment Medium
      7. the Uber example
   2. Use Discounts Strategically
      1. Rule of 100
         1. price < $100 => percentage
         2. price > $100 => absolute value
      2. Reason for the Discount
         1. new price is unsual
      3. Easy to Compute
5. Maximize Your Revenue
   1. Make Price Increases Undetectable
      1. Frequent Yet Smaller
         1. "just noticeable difference"
         2. avoid waiting moment of desperation
      2. Downsize Feature
   2. Avoid Harmful Pricing Strategies
      1. Bait and Switch
         1. promote low price to pull people into store
            1. product is unavailable
            2. upsel to the more expensive product
         2. unethical
         3. illegal (in some cases)
      2. Dynamic Pricing
         1. different customers
         2. different prices