5 Pricing Strategies: More Projects at Higher Fees

Look no further than the gas pumps to see the extraordinary, often nonsensical, choices made by shoppers reacting to comparisons. You may be tempted to dismiss such behavior as irrelevant and only applicable to low-impact decisions like choosing a brand of gasoline or even a new computer. However, the truth is the vast majority of choices are strongly influenced by comparisons.

By David A. Fields

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