Discounting in cinemas.  Good business? – a pricing case study about applying principles from psychology including ‘flat rate bias’ in planning your pricing strategy

Good, better, best.  Superpremium.  And the $28,000 handbag – a pricing case study applying Superpremium products, pricepoint anchors, decoy pricing & decoy products from pricing psychology

Optimising pricing through selling discounts – a pricing case study about applying the ‘Certainty effect’ from psychology to optimise pricing in rail travel

Scaling the house in theatres – ‘Cheap seats don’t sell’ – a pricing case study about applying relative pricing and other principles from psychology to planning pricing strategy

Who buys Super-premium pay-TV? – a pay-TV broadcasting marketing case study from Viasat looking at tiered products including the case for premium and super-premium tiers

Triple pricepoints & managing expectations of price – a case study from Leisure & Hospitality with Premier Inn, part of Whitbread.  Making a deliberate move away from discounting product towards priming customers to be ready to spend more

The power of decoy pricing – a case study from Leisure & Hospitality from Merlin Entertainments, the world’s 2nd largest visitor attraction business, exploring tiered products including benefitting from the effect of a high pricepoint decoy

Or to browse through more marketing case studies, click here