<p>Consumers do not act completely rationally when it comes to prices, but businesses can make prices more appealing by using precise pricing, charm pricing, and putting more psychological distance between the act of payment and receiving the product. </p>

Consumers do not act completely rationally when it comes to prices, but businesses can make prices more appealing by using precise pricing, charm pricing, and putting more psychological distance between the act of payment and receiving the product.

<p>Consumers do not act completely rationally when it comes to prices, but businesses can make prices more appealing by using precise pricing, charm pricing, and putting more psychological distance between the act of payment and receiving the product.&nbsp;</p>

How Uber creates psychological distance to make prices feel smaller

The Consumer Behavior Lab is dedicated to teaching marketersacross the United States how behavioral science principles can beapplied to help their brands. By decoding the underlying motivationsof how consumers make decisions, the CBL seeks to make a betterindustry - where both brands and agencies put proven sciencebehind their decision making.

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How Uber creates psychological distance to make prices feel smaller

How Uber creates psychological distance to make prices feel smaller

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