{"id":79309,"date":"2026-05-06T15:20:34","date_gmt":"2026-05-06T15:20:34","guid":{"rendered":"https:\/\/dralysstore.com\/blog\/?p=79309"},"modified":"2026-05-06T15:20:35","modified_gmt":"2026-05-06T15:20:35","slug":"5-science-backed-pricing-tips-from-the-u-k-s-top-marketing-podcast","status":"publish","type":"post","link":"https:\/\/dralysstore.com\/blog\/5-science-backed-pricing-tips-from-the-u-k-s-top-marketing-podcast\/","title":{"rendered":"5 science-backed pricing tips from the U.K.\u2019s top marketing podcast"},"content":{"rendered":"
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In 2007<\/a>, Coulter and Coulter showed two advertisements to two random groups of customers. Each advertised \u00a310 discounts on flights to Turkey. One listed the tickets at \u00a3188. The other showed a higher price: \u00a3233. \"Click<\/a><\/span><\/span><\/p>\n

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Customers found that the cheaper tickets felt like a worse <\/em>value. Why? Researchers found that people more easily differentiate smaller numbers. The difference between 4 and 3 seems more salient than 9 and 8. So, customers were more likely to buy when the prices ended in smaller numbers \u00a3244 to \u00a3233), compared to those ending in higher digits (\u00a3199 to \u00a3188).<\/p>\n

\"pricing<\/p>\n

The takeaway is fairly simple. Next time you run a discount, make the sale price less than five. That\u2019s just one piece of pricing advice that we\u2019ve discussed on my podcast Nudge<\/a>, the U.K.\u2019s number one marketing podcast. Here are four more psychology-backed tips for pricing your products.<\/p>\n

Table of Contents<\/strong><\/p>\n

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Break down your price.<\/h2>\n

Check out the two ads for a budget lunch from Huel. One shows the total cost of 21 meals (\u00a378.96). The other breaks down the price per lunch ($3.76). Researchers found that breaking down the price per unit performed better with customers. Showing a lower price led shoppers to perceive that they were getting a better deal.<\/p>\n

\"pricing<\/p>\n

Richard Shotton and Michael Aaron Flicker tested ads very similar to this for their fantastic book<\/a> Hacking the Human Mind<\/em>.<\/p>\n

In a study, 282 shoppers were divided into groups. Half were shown Sierra Nevada Pale Ale priced at $18.99 for 12 bottles. The other group was told the price per unit \u2014 $1.58 per bottle. Among those shown the per-bottle price, 28.6% said it was good or very good value (more than double the 13.7% who only saw the total price).<\/p>\n

\"show<\/p>\n

Framing the cost per unit made the purchase feel more reasonable and affordable.<\/p>\n

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Show the price difference.<\/em><\/h2>\n

Companies looking to upsell their audience need to pick the right framing. Take this 2019<\/a> experiment from David Hardisty at the University of British Columbia. Hardisty tested different pricing packages for New York Times subscriptions.<\/p>\n

Group A saw two plans:<\/p>\n