About the Program

This program is designed to help professionals—whether in B2B or B2C environments—understand how psychology influences pricing decisions and how to apply behavioral economics to optimize pricing strategies. Pricing is not just about numbers; it’s about how people perceive value, compare options, and make purchasing decisions.

Key Topics Covered:
🔍 Decision-Making Systems (System 1 vs. System 2)
🔬 The Anchoring Effect and its impact on pricing perception
🧠 Pricing biases and heuristics that influence consumer behavior
🎯 Strategies to optimize pricing without lowering margins
💡 Practical applications of Behavioral Pricing in real-world business scenarios
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Learning Objectives

By the end of this program, you will be able to:

🔸 Recognize and apply key behavioral pricing principles
🔸 Differentiate between System 1 and System 2 decision-making processes
🔸 Utilize the Anchoring Effect to influence price perception
🔸 Implement pricing strategies that drive conversions and revenue growth
🔸 Develop a pricing mindset that maximizes customer value and business profitability

Course Curriculum

    1. Course overview

    1. SYSTEM 1 VS. SYSTEM 2

    1. Understanding Anchoring

    1. Practical applications

    1. Wrap-up

    1. Intro

    2. Final assessment

About this course

  • €450,00

Subject Matter Expert

Director of Pricing Research Kai-Markus Mueller

Kai-Markus Mueller is Professor of Consumer Behaviour at HFU Business School of Furtwangen University in Germany, Director of Pricing Research at Neurensics, and Chief of Behavioral Strategy at RateBoard, a dynamic pricing software company. He is also the co-author of The Invisible Game – The Secrets and the Science of Winning Minds and Winning Deals (Wiley, 2023).
Kai previously founded a start-up where he developed NeuroPricing™, a suite of neurotechnology-based methods to measure and model optimal prices, later acquired by Neurensics. He holds a PhD in neuroscience, and his work has been featured in leading media such as BBC, Businessweek, ZDF, Der Spiegel, and others, highlighting his role in bridging science, strategy, and innovation in pricing.

Why Enroll?

In today’s competitive market, pricing is more than a numbers game — it’s a strategic lever that shapes perception, behavior, and business outcomes. This course empowers you to move beyond traditional pricing methods by using proven psychological principles to drive smarter decisions and better results.

  • Enhance your pricing strategy without unnecessary price cuts
  • Increase customer engagement and perceived value
  • Improve revenue through strategic price positioning
  • Gain expertise in a growing field that combines psychology and business strategy


Who is it for?

This program is designed for B2B and B2C professionals who want to harness the power of psychology to drive better pricing decisions. Whether you’re pricing physical products, services, or digital offerings, this course will help you move beyond traditional pricing methods and into the realm of value perception and cognitive influence.

  • Pricing Managers and Revenue Growth Leaders
  • CMOs, CFOs, and General Managers
  • Marketing and Brand Managers
  • Sales Directors and Key Account Managers
  • Market Researchers and Business Analysts
  • Consultants working in commercial strategy or pricing


Download the full program for more course details!

Do you have questions?
Contact us to learn more about our program
and clarify any questions you may have.

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