22 November 2018

DRIVING PRICING AND PROFITABILITY THROUGH BEHAVIOURAL SCIENCE – Breakfast event | Foyles | London

Choice and decision-making are often viewed as an output of the price-product relationship. However, an advanced pricing approach will use an understanding of behaviour, habits and biases as an input to determine the appropriate price-product positioning. Behavioural science should help shape pricing and business strategy to improve overall commercial performance and profitability.

Our guest speakers: Marco Bertini, professor and department head of marketing at ESADE, who will talk about the psychological and sociological factors that underlie habits and biases in decision-making. Richard Shotton, author of The Choice Factory, who will discuss how behavioural science and cognitive biases play out in the commercial world.

We will explore the wider ramifications of unconscious biases and decision-making
on business performance and how a systematic approach to diagnosing the most prevalent biases can be used to tailor specific pricing solutions to enhance commercial objectives.