The Price is Wrong Understanding What Makes a

Fair pricing is an issue that affects us all, whether were consumers or merchants. Throughout her career, Sarah Maxwell has seen how pricing practicesacross a variety of different areas, from mobile phones and airline tickets to prescription drugs and gasolineimpact our everyday lives. Now, with The Price Is Wrong, Maxwell shares her deepest insights on this issue and examines both the psychological and sociological basis of fair pricing.

Sarah Maxwell, PhD, is an expert in fair pricing, with both academic and business experience in this field. She is an Associate Professor at Fordham University and is Co-Director of the Fordham Pricing Center. Dr. Maxwell is also Associate Editor of Pricing for the Journal of Product and Brand Management and has written for a variety of publications, including the Journal of Business Research, Journal of Economic Psychology, and the American Journal of Economics and Sociology. Previously, Dr. Maxwell was a vice president of marketing for Aramark and consulted with divisions in Europe and Japan. She has also consulted and taught in several countries including India, China, and Brazil.

Foreword	p. ix
Acknowledgments	p. xiii
About the Author	p. xv
Background
Introduction: "Play fair or I quit!"	p. 3
History: "A 'just' price is not God-given!"	p. 13
Model
Model: "Now I'm not just annoyed, I'm furious!"	p. 23
Norms: "That's wrong, and we all know it!"	p. 31
Emotions: "You're not being fair and I hate you!"	p. 41
Expectations: "That price is a rip-off!"	p. 47
Outcomes: "You should get what you pay for!"	p. 55
Attributions: "The seller is to blame!"	p. 65
Process: "Ya gotta play by the rules!"	p. 73
Punishment: "Revenge is sweet!"	p. 85
Power: "Beware a customer wronged!"	p. 93
Trust: "Fair price? I doubt it!"	p. 101
Applications
Modifications: "Sorry! The rules have changed!"	p. 111
Tipping: "Just don't stiff the waiter!"	p. 119
Discrimination: "It's unfair to charge me more than others!"	p. 125
Negotiations: "Split the difference. That's fair!"	p. 133
Taxes: "Paying taxes is as American as disliking taxes"	p. 145
Culture: "But I never ordered any bread!"	p. 155
Practices: "So how is a company supposed to price fairly?"	p. 165
Notes	p. 179
Glossary	p. 205
References	p. 213
Index	p. 233
Table of Contents provided by Ingram. All Rights Reserved.

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The Price is Wrong Understanding What Makes a Price Seem Fair and the True Cost of Unfair Pricing

Summary

Author Biography

Table of Contents

Supplemental Materials