University of SA – Professional Development Session

The University of SA is conducting a Professional Development Session on Pricing in Adelaide on
27 February, 2015 from 2-4pm with Dr John Dawes.

The seminar discusses the cognitive biases that consumers have in respect of price; and the consequences in terms of how firms choose to price goods and services.

Some of the concepts discussed are:

·         Price segmentation

·         Buyer rationality (or the limitations to it,
in respect of price evaluation)

·         The impact of mental ‘reference prices’

·         Loss aversion

·         Mental accounting

·         Consumer interpretation of pricing information

·         Some facts from research about sales response
to prices; and the marketing implications.

The seminar also includes some short exercises in price-setting to reinforce some of the major points.

Bookings essential – details to follow.

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