The naked mind- shortcuts to sales: Neuromarketing overview for profitability and business success

Buyers sometimes exhibit seemingly “irrational” behavior with respect to prices and use socially embedded heuristics to simplify their purchase decisions. In some cases small changes in prices can lead to much larger than anticipated changes in sales and profitability. Sellers need to understand the heuristics consumers use, the situations in which they emerge, and recognize how they can respond in markets where information and knowledge of product attributes and competitive prices is increasingly available via the Internet. This book explores consumers’ behavioral reactions to price through a review of contemporary literature in the field of pricing. The book delineates the nature and scope of these effects based upon a critical review of the most up-to-date empirical research in the field, and concludes by providing implications for innovation in pricing, and guidance for managers to reduce the disconnect between themselves and consumers. Maciej Kraus Ph.D is an experianced business personality: - over 15 years of experience in sales and strategy. - runs PwC sales strategy and pricing practice . - did+100 projects in in B2B and B2C in +40 countries - lecturer at the Faculty of Management at Warsaw University and guest lecturer at many respected schools (LBS, Kellog and Stanford GSB).