Priceless: The Myth of Fair Value (and How to Take Advantage of It)

Priceless: The Myth of Fair Value (and How to Take Advantage of It)

Rating

7.0

The Pequod Review:

Priceless is a useful but frustratingly broad review of price-setting, the psychology of value, and consumer anchoring. "Authentic humans don’t show the perfect, chessmaster appreciation of consequences that von Neumann’s theory demands. Instead, decision makers resort to heuristics, or mental shortcuts, to arrive at quick, intuitive choices.... One of the things that price consultants have learned is that what consumers say and what they do are not the same thing."