SECTION ONE: BACKGROUND
Chap. 1: Introduction: "Play fair or I quit!"
Chap. 2: History: "A 'just' price is not God-given!"

SECTION TWO: MODEL
Chap. 3: Model: "Now I'm not just annoyed, I'm furious!"
Chap. 4: Norms: "That's wrong, and we all know it!"
Chap. 5: Emotions: "You're not being fair and I hate you!"
Chap. 6: Expectations: "That price is a rip off!"
Chap. 7: Outcomes: "You should get what you pay for!"
Chap. 8: Attributions: "The seller is to blame!"
Chap. 9: Process: "Ya gotta play by the rules!"
Chap. 10: Punishment: "Revenge is sweet!"
Chap. 11: Power: "Beware a customer wronged!"
Chap. 12: Trust: "Fair price? I doubt it!"

SECTION THREE: APPLICATIONS
Chap. 13: Modifications: "Sorry. The rules have changed!"
Chap. 14: Tipping: "Just don’t stiff the waiter!"
Chap. 15: Discrimination: "It’s unfair to charge me more than others!"
Chap. 16: Negotiations: "Split the difference. That’s fair!"
Chap. 17: Taxes: "Paying taxes is as American as disliking taxes!"
Chap. 18: Culture: "But I never ordered any bread!"
Chap. 19: Strategy: "So how can a company price fairly?"
 

© Copyright 2008
ISBN: 978-0470139097
Price: $29.95 US 


Link to Book's Web Site

The Price is Wrong: Understanding What Makes a Price Seem Fair and the True Cost of Unfair Pricing

By: Dr. Sarah Maxwell

Book Summary

How do we, as either buyers or sellers, determine what is a "fair" price for bottled water, downloadable music, prescription drugs, airline tickets, gasoline, mobile phone service and other items that vary in price depending on where they are bought and who is doing the selling? That question is at the heart of Sarah Maxwell's informative new book THE PRICE IS WRONG: Understanding What Makes a Price Seem Fair and the True Cost of Unfair Pricing (John Wiley & Sons/January 2008/$29.95.)