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RS

Rory Sutherland

04/10/25

@ EPIC Conjoint

The way we perceive prices and value is highly contextual and can vary significantly based on comparison and expectations.

Video

EC

Rory Sutherland – How human behaviour regularly defies logic and supporting data

@ EPIC Conjoint

Rory Sutherland – How human behaviour regularly defies logic and supporting data

04/10/25

Related Takeaways

RS

Rory Sutherland

08/01/22

@ The Diary Of A CEO

The perception of value can be significantly influenced by how a product is presented, as seen in the case of IKEA, where the effort of assembling furniture increases its perceived worth.

AE

Aaron Epstein

12/16/22

@ Y Combinator

Pricing should be viewed as a tool to learn about customer demand and value perception, helping to refine your product offering.

RS

Rory Sutherland

04/10/25

@ EPIC Conjoint

People buy experiences, not just goods. To consumers, price is a feeling, not just a number. This distinction is crucial for marketers to understand.

RS

Rory Sutherland

04/10/25

@ EPIC Conjoint

My lifelong fascination is why people do the things they do and the difference between price and value.

AE

Aaron Epstein

12/16/22

@ Y Combinator

Pricing implies value; if your price is lower than competitors, customers may perceive your product as less valuable.

RS

Rory Sutherland

01/23/24

@ Chris Williamson

The value of a partner or a property often becomes apparent only through long-term familiarity, making initial impressions misleading.

DM

Dr. Michael Platt

02/17/25

@ Andrew Huberman

The brain's valuation system is influenced by social information, such as the status and attractiveness of individuals, which can affect our decision-making processes.

AE

Aaron Epstein

12/16/22

@ Y Combinator

Pricing isn't permanent; you can adjust it over time as you learn more and add value to your product.

BB

Ben Brook

04/19/25

@ EO

Understanding the business value your product provides is crucial for setting the right price.