
Episode #3
Everything but the Price: How Human Behavior Shapes Pricing Decisions
<p>Pricing isn’t just about numbers.</p><p>While models, margins, and optimization often take center stage, the most powerful forces shaping pricing decisions are human—how customers perceive value, how decisions are made, and what ultimately drives willingness to pay.</p><p>In this episode of Let’s Talk Pricing, we’re joined by Jenny Millar, Founder and CEO of Untapped Pricing and co-author of The Pricing Sprint. Drawing on her experience leading pricing strategy at eBay across eleven European markets, Jenny shares how behavioral science is reshaping the way organizations approach pricing.</p><p>We explore:</p><p>Why pr...

