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:
By the end of this program, you will be able to:
🔸 Recognize and apply key behavioral pricing principles
Understanding how people really make decisions is the first step to pricing more effectively.
We like to believe people weigh options carefully.
But most pricing decisions happen in System 1 - fast, emotional, and unconscious.
That means customers don’t just evaluate price, they feel it.
In this course, you’ll learn how real decision-making works and how to design pricing that aligns with how the brain actually operates.
From anchoring to framing, you’ll discover practical ways to influence perception and value, without lowering your price.
Special pricing options are available for participants who wish to join our programs. Please contact our team before registering so we can assist you, answer any questions, and guide you through the process.
Course overview
SYSTEM 1 VS. SYSTEM 2
Understanding Anchoring
Practical applications
Wrap-up
Intro
Final assessment
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.
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 into the realm of value perception and cognitive influence.
You will have 12 months of access to the course materials, giving you the flexibility to learn at your own pace and revisit the content whenever you need.
- 100% online, self-paced, you learn at your own rhythm.
- 12 months of full access to all modules and materials.
- Mix of video lectures, case studies, readings, quizzes, and practical templates.
- Continuous support from the EPP eLearning team.
Yes. Upon completion of the program, you will receive an official EPP certificate, recognized internationally, that you can share on LinkedIn and add to your professional profile.
Our eLearning team is available throughout your learning journey to provide technical support, guidance, and direct contact with trainers if needed.
You only need a stable internet connection and a device (computer, tablet, or smartphone). The platform is browser-based and does not require additional software.
Yes. When applicable, you will have access to presentations, tools, and other resources used during the program. These remain available to revisit throughout your access period.
Our programs are designed and delivered by leading industry experts with extensive hands-on experience in pricing, revenue growth, and commercial excellence.
Yes. In addition to the self-paced modules, we offer the possibility to book a Q&A session with the trainers, where you can clarify questions and discuss applications of the concepts in practice.
Yes. Enrollment is open year-round, and you can start whenever it suits you best.
