Pricing is not a reflection of cost or value. It is a psychological tool that shapes perception, influences buying behavior, and determines whether customers say yes or no. The same product at different price points will attract different customers, create different perceptions of quality, and generate wildly different levels of resistance. Most entrepreneurs approach pricing backward. They calculate their costs, add a margin, and hope customers pay. This ignores everything we know about how humans perceive value and make purchasing decisions. Pricing psychology is the study of how price affects perception and behavior. It encompasses anchoring, framing, reference points, perceived...