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Cost-Plus Pricing: It Can't Explain The Price Of E-Books

It's clear it costs less to distribute e-books than printed books, so why do e-books cost as much or more if price is determined by a cost-plus formula?
It's clear it costs less to distribute e-books than printed books, so why do e-books cost as much or more if price is determined by a cost-plus formula? Ebooks are… http://markandersononline.com/blog/cost-plus-pricing-it-cant-explain-price-e-books/

Tracking Marketing Performance With Discount Codes

Perfect example of how discount codes can help a florist or small business owner track the effectiveness of an advertising or marketing effort.
Perfect example of how discount codes can help a florist or small business owner track the effectiveness of an advertising or marketing effort. If almost three decades… http://markandersononline.com/blog/tracking-marketing-performance-discount-codes/

Confirmation Bias For Sports Fans

NCAA football rankings are a great example of confirmation bias and the commitment and consistency effect.
NCAA football rankings are a great example of confirmation bias and the commitment and consistency effect. If your team is ranked well and gets beaten by, or just… http://markandersononline.com/blog/confirmation-bias-sports-fans/

Conference/Convention Suitcasing & Crashing: Prevention

Information on what convention attendees and exhibitors can do to prevent suitcasing and crashing at trade shows and conferences.
Information on what convention attendees and exhibitors can do to prevent suitcasing and crashing at trade shows and conferences. Another post looked at the problem of… http://markandersononline.com/blog/conferenceconvention-suitcasing-crashing-prevention/

Suitcasing and Crashing Conventions & Conferences

Vendors that crash and/or practice "suitcasing" at conventions, conferences and trade shows are stealing from you. Don't deal with them.
Vendors that crash and/or practice "suitcasing" at conventions, conferences and trade shows are stealing from you. Don't deal with them. We'll start with crashing and… http://markandersononline.com/blog/suitcasing-and-crashing-conventions-conferences/

Social Proof at an Auction: After the Bidding is Done

Auctions are often used to illustrate Social Proof – competing bids convince us an item has value and make us value it more. The same is true in reverse.
Auctions are often used to illustrate Social Proof – competing bids convince us an item has value and make us value it more. The same is true in reverse. Social proof… http://markandersononline.com/blog/social-proof-auction-after-bidding-done/

You Can't Miss What You Never Had

Even in business-to-business selling the ways costs are presented can lead smart owners to make bad decisions.
Even in business-to-business selling the ways costs are presented can lead smart owners to make bad decisions. Being caught between two parties at work has been a real… http://markandersononline.com/blog/you-dont-miss-what-you-never-had/

Lessons On Hurdles In Price Discrimination From The Airport

Airport car services use a well designed hurdle as part of a price discrimination strategy that limits discounts to only the most price sensitive buyers.
Airport car services use a well designed hurdle as part of a price discrimination strategy that limits discounts to only the most price sensitive buyers. One of the… http://markandersononline.com/blog/lessons-hurdles-price-discrimination-airport/

Incredible Claims Undermine the Credibility of Social Proof

Social proof is a powerful marketing technique. But going too far, with a claim that seems incredible, undermines credibility and effectiveness.
Social proof is a powerful marketing technique. But going too far, with a claim that seems incredible, undermines credibility and effectiveness. The picture above shows… http://markandersononline.com/blog/incredible-claims-undermine-credibility-social-proof/

The Wrong Appeal to Guilt Can Justify Guilty Behavior

A logical, deserved and well intentioned appeal to guild (a fundraising effort by an internet radio station) might actually make you feel less guilty.
A logical, deserved and well intentioned appeal to guild (a fundraising effort by an internet radio station) might actually make you feel less guilty. Earlier today I… http://markandersononline.com/blog/sometimes-appeal-guilt-justifies-guilty-behavior/

Social Influence For Dentists, By A Dentist

Dr. Christopher Phelps DMD has taken the Six Universal Principles of Social Influence and applied them to the special needs of dentists.
Dr. Christopher Phelps DMD has taken the Six Universal Principles of Social Influence and applied them to the special needs of dentists. Dr. Phelps is uniquely… http://markandersononline.com/blog/social-influence-dentists-dentist/

Diminishing Marginal Utility

The underlying concept of diminishing marginal utility is easy to understand but the vagueness of the term makes the definition easy to forget.
Last week I spoke with several florists about pricing and one question kept coming up. What is diminishing marginal utility again? We've talked about the… http://markandersononline.com/blog/diminishing-marginal-utility/

Consistency Above All Else

The discovery of roaches and rodent activity at a popular upscale grocery store shows just how far people will bend to stay consistent with previous beliefs and behaviors.
The discovery of roaches and rodent activity at a popular upscale grocery store shows just how far people will bend to stay consistent with previous beliefs and behaviors. … http://markandersononline.com/blog/consistency-above-all-else/

Same Product, Same Price, Different Expression & Results

A personal example of very different reactions to the same product at the same price but expressed using two different pricing models.
Whenever possible I try and take my kids to the St. Lawrence Market (chosen by National Geographic as the world’s best food market) each Saturday morning. It's something I… http://markandersononline.com/blog/same-product-same-price-different-expression-results/