{"id":6789,"date":"2025-06-07T10:58:04","date_gmt":"2025-06-07T06:58:04","guid":{"rendered":"https:\/\/eoninvestment.com\/?p=6789"},"modified":"2026-04-11T21:56:32","modified_gmt":"2026-04-11T17:56:32","slug":"psychology-of-price","status":"publish","type":"post","link":"https:\/\/eoninvestment.com\/ka\/2025\/06\/07\/psychology-of-price\/","title":{"rendered":"<span class=\"eon-recovered-georgian-title\" data-no-translation=\"\">\u10e4\u10d0\u10e1\u10d8\u10e1 \u10e4\u10e1\u10d8\u10e5\u10dd\u10da\u10dd\u10d2\u10d8\u10d0<\/span>"},"content":{"rendered":"<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udca1 <strong>Pricing Power<\/strong> is a key indicator through which one can assess a company\u2019s competitive position\u2014and, accordingly, its intrinsic value.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83e\udde0 Normative economics assumes that buyers are rational. But behavioral economics shows us that things aren\u2019t that simple. Seen from this angle, here are some fascinating and unexpected insights:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udd39 <strong>Prestige Pricing<\/strong> \u2013 Sometimes, raising prices actually increases sales. Why? A high price signals exclusivity. This isn\u2019t just about pricing high\u2014it\u2019s also about <strong>limiting supply<\/strong>. As Ferrari famously puts it:<br \/><strong>\u201cWe always build one car less than the market demands.\u201d<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udd39 <strong>Price = Quality<\/strong> \u2013 When consumers are unable to evaluate quality directly, price becomes the signal of quality. That\u2019s why low prices can sometimes hurt sales. Conversely, high prices can serve as a brand-building tool\u2014as we often see in the <strong>new-build real estate market<\/strong> in our region.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udd39 <strong>Placebo Effect of Price<\/strong> \u2013 People may feel better pain relief from a $25 painkiller than a $1 one\u2014even if it\u2019s the exact same pill. Research backs this up. Price even affects the <strong>perceived taste of wine<\/strong>, and professionals like electricians evaluate the same cable differently depending on how much they paid for it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udd39 <strong>Comparison Effect<\/strong> \u2013 A high-priced \u201cdecoy\u201d product can nudge customers toward a more profitable mid-tier option\u2014<strong>a product nobody buys but that boosts the sales of others<\/strong>. The same applies to tourists or immigrants from higher-priced countries, who are willing to pay more simply because their internal price reference is different.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udd39 <strong>The Middle Option Effect<\/strong> \u2013 Consumers rarely choose the cheapest or the most expensive product. Most gravitate toward the middle, seeing it as a safe, reasonable choice. This gives sellers the power to <strong>engineer the illusion of choice<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udd39 <strong>Prospect Theory<\/strong> \u2013 The pain of losing 100 GEL is stronger than the joy of gaining it. This insight allows for smarter <strong>installment plans and discount structures<\/strong>. For instance, real estate developers often offer \u201czero-interest\u201d financing, but discounts for upfront cash payments\u2014because the word \u201cinterest\u201d feels painful.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udd39 <strong>Decoy Alternatives<\/strong> \u2013 Sometimes simply adding artificial, unattractive alternatives to a price list can increase sales of the target product.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/i0.wp.com\/eoninvestment.com\/wp-content\/uploads\/2025\/06\/image-3.png?ssl=1\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"818\" height=\"577\" data-attachment-id=\"6812\" data-permalink=\"https:\/\/eoninvestment.com\/ka\/2025\/06\/07\/psychology-of-price\/image-457\/\" data-orig-file=\"https:\/\/i0.wp.com\/eoninvestment.com\/wp-content\/uploads\/2025\/06\/image-3.png?fit=818%2C577&amp;ssl=1\" data-orig-size=\"818,577\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"image\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/eoninvestment.com\/wp-content\/uploads\/2025\/06\/image-3.png?fit=818%2C577&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/eoninvestment.com\/wp-content\/uploads\/2025\/06\/image-3.png?resize=818%2C577&#038;ssl=1\" alt=\"\" class=\"wp-image-6812\"\/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udd39 <strong>Mental Budgets<\/strong> \u2013 We mentally divide our money into different \u201caccounts.\u201d We might willingly pay extra for a more comfortable <strong>car seat <\/strong>but feel that the <strong>same amount<\/strong> is \u201ctoo much\u201d for an office chair.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/i0.wp.com\/eoninvestment.com\/wp-content\/uploads\/2025\/06\/image-4.png?ssl=1\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"916\" height=\"155\" data-attachment-id=\"6814\" data-permalink=\"https:\/\/eoninvestment.com\/ka\/2025\/06\/07\/psychology-of-price\/image-458\/\" data-orig-file=\"https:\/\/i0.wp.com\/eoninvestment.com\/wp-content\/uploads\/2025\/06\/image-4.png?fit=916%2C155&amp;ssl=1\" data-orig-size=\"916,155\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"image\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/eoninvestment.com\/wp-content\/uploads\/2025\/06\/image-4.png?fit=916%2C155&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/eoninvestment.com\/wp-content\/uploads\/2025\/06\/image-4.png?resize=916%2C155&#038;ssl=1\" alt=\"\" class=\"wp-image-6814\"\/><\/a><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">And finally, we can conclude:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Price is not just a revenue lever\u2014it\u2019s the strongest communication tool a company has.<\/strong><br \/>Pricing power reveals how well a company can create and preserve value despite competitive pressure.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There is a <strong>sea of opportunity<\/strong> in the management of pricing systems and structures\u2014but within those opportunities lie potentially <strong>irreparable risks<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u10d0\u10d3\u10d0\u10de\u10e2\u10d8\u10e0\u10d4\u10d1\u10e3\u10da\u10d8\u10d0 \u10ec\u10e7\u10d0\u10e0\u10dd\u10d3\u10d0\u10dc:<\/em><br \/>\ud83d\udcd8 <em>Confessions of the Pricing Man: How Price Affects Everything<\/em> \u2013 Hermann Simon<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>","protected":false},"excerpt":{"rendered":"<p>\ud83d\udca1 Pricing Power &#8211; \u10d0\u10e0\u10d8\u10e1 \u10eb\u10d8\u10e0\u10d8\u10d7\u10d0\u10d3\u10d8 \u10d8\u10dc\u10d3\u10d8\u10d9\u10d0\u10e2\u10dd\u10e0\u10d8, \u10e0\u10dd\u10db\u10da\u10d8\u10e1 \u10db\u10d8\u10ee\u10d4\u10d3\u10d5\u10d8\u10d7\u10d0\u10ea \u10e8\u10d4\u10e1\u10d0\u10eb\u10da\u10d4\u10d1\u10d4\u10da\u10d8\u10d0 \u10d8\u10db\u10e1\u10ef\u10d4\u10da\u10dd \u10dd\u10e0\u10d2\u10d0\u10dc\u10d8\u10d6\u10d0\u10ea\u10d8\u10d8\u10e1 \u10d9\u10dd\u10dc\u10d9\u10e3\u10e0\u10d4\u10dc\u10e2\u10e3\u10e0 \u10de\u10dd\u10d6\u10d8\u10ea\u10d8\u10d0\u10d6\u10d4, \u10d3\u10d0 \u10e8\u10d4\u10e1\u10d0\u10d1\u10d0\u10db\u10d8\u10e1\u10d0\u10d3 \u10db\u10d8\u10e1 \u10e8\u10d8\u10dc\u10d0\u10d2\u10d0\u10dc \u10e6\u10d8\u10e0\u10d4\u10d1\u10e3\u10da\u10d4\u10d1\u10d0\u10d6\u10d4. \ud83e\udde0 \u10dc\u10dd\u10e0\u10db\u10d0\u10e2\u10d8\u10e3\u10da\u10d8 \u10d4\u10d9\u10dd\u10dc\u10dd\u10db\u10d8\u10d9\u10d0 \u10d0\u10db\u10d1\u10dd\u10d1\u10e1, \u10e0\u10dd\u10db \u10db\u10e7\u10d8\u10d3\u10d5\u10d4\u10da\u10d4\u10d1\u10d8 \u10e0\u10d0\u10ea\u10d8\u10dd\u10dc\u10d0\u10da\u10e3\u10e0\u10d4\u10d1\u10d8 \u10d0\u10e0\u10d8\u10d0\u10dc. \u10e5\u10ea\u10d4\u10d5\u10d8\u10d7\u10d8 \u10d4\u10d9\u10dd\u10dc\u10dd\u10db\u10d8\u10d9\u10d0 \u10d9\u10d8 \u10d2\u10d5\u10d8\u10e9\u10d5\u10d4\u10dc\u10d4\u10d1\u10e1, \u10e0\u10dd\u10db [\u2026]<\/p>","protected":false},"author":12998525,"featured_media":6817,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_eon_insights_quality":"","_eon_insights_decision":"","_eon_insights_destination":"","_eon_insights_merge_group":"","_eon_insights_required_changes":"","_eon_insights_start_order":0,"_eon_featured_insight":0,"_eon_insights_map_version":"","_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[104753438],"tags":[],"eon_topic":[],"eon_learning_path":[],"eon_collection":[],"eon_level":[],"eon_content_type":[],"eon_source":[],"eon_idea":[784445702],"eon_framework":[],"class_list":["post-6789","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-investor-psychology","eon_idea-investor-psychology"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Psychology of Price - Eon Investment<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/eoninvestment.com\/ka\/2025\/06\/07\/psychology-of-price\/\" \/>\n<meta property=\"og:locale\" content=\"ka_GE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Psychology of Price - Eon Investment\" \/>\n<meta property=\"og:description\" content=\"\ud83d\udca1 Pricing Power - \u10d0\u10e0\u10d8\u10e1 \u10eb\u10d8\u10e0\u10d8\u10d7\u10d0\u10d3\u10d8 \u10d8\u10dc\u10d3\u10d8\u10d9\u10d0\u10e2\u10dd\u10e0\u10d8, \u10e0\u10dd\u10db\u10da\u10d8\u10e1 \u10db\u10d8\u10ee\u10d4\u10d3\u10d5\u10d8\u10d7\u10d0\u10ea \u10e8\u10d4\u10e1\u10d0\u10eb\u10da\u10d4\u10d1\u10d4\u10da\u10d8\u10d0 \u10d8\u10db\u10e1\u10ef\u10d4\u10da\u10dd 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