The strange world of pricing

The strange world of pricing

Price is what you pay, value is what you get. We usually only pay for something that we see value in. But this sounds more rational than we humans are. Sometimes we are price-sensitive, and sometimes not. Or, as a self-check for you, how much does your tooth paste cost? Is it worth the money? You probably don't know the answer to both questions.

One of the key take-aways of the lecture will be that humans and companies are behaving irrationally when it comes to pricing. We do not make such decisions as rational as we often think. Here, also price fairness plays an important role. Practical implications for pricing products and services according to consumer behavior will be given. It will be shown how pricing strategies and tactics will affect customer perceptions. Consumers will have a more conscious and sensitive mind when it comes to making purchasing decisions in their everyday life.

In my lecture the audience will be introduced to theories in relation to the pricing of products and services, psychology and behavioral economics. The main focus of the lecture will be on real-life examples, meaning how the theories are applied in practice. Various examples can be given across different industries. Depending on the audience, I can also give a general introduction to pricing from price-setting to price controlling.

The lecture will be held in English.


Kort og godt

Kan bookes

g mandag 24/4 formiddag (2017)
g mandag 24/4 eftermiddag (2017)
g mandag 24/4 aften (2017)
g tirsdag 25/4 formiddag (2017)
g tirsdag 25/4 eftermiddag (2017)
g tirsdag 25/4 aften (2017)
g onsdag 26/4 formiddag (2017)
g onsdag 26/4 eftermiddag (2017)
g onsdag 26/4 aften (2017)
g torsdag 27/4 formiddag (2017)
g torsdag 27/4 eftermiddag (2017)
g torsdag 27/4 aften (2017)

Kan bookes i


Teknisk udstyr



Kultur og Samfund
Teknologi og Innovation




60 - 180 min.


Martin Jarmatz


Copenhagen Business School


PhD Fellow, Industrial