Consumers are willing to buy a beer from a grocery store for $6, and are willing to purchase the same beer from a fancy resort for $12.

The placement of a product or service, the consumer’s personal perception, and the customer’s environment have an impact on how items are priced.

At Pricing My Product, you will learn how consumers perceive prices and how to apply psychology to your pricing strategy that is appropriate for your products, customers, and long-term business strategy.


  • Understand how consumers perceive prices
  • Develop a pricing strategy for products/services
  • Apply psychology and persuasion to a marketing strategy immediately following the workshop




Dr. Michael Barbera, chief behavioral officer at Clicksuasion Labs, is an award-winning consumer psychologist and business strategist. His clients include Fortune 500 companies, and have appeared on ABC’s Shark Tank, Bravo’s Million Dollar Listing, and Gordon Ramsay’s Kitchen Nightmares. Michael’s business psychology practice includes consumer behavior, emotions, and experiences, as well as social psychology, decision-making, behavioral economics, and behavioral finance. He shares his evidence-based insights on the Clicksuasion podcast and as a dynamic TEDx presenter. Michael is a celebrated keynote speaker, and has addressed more than 200,000 people on four continents, earning more than 350,000 views online.

Convince my boss to send me to this training.

Education: I will explore how brands are influencing consumer decisions, improving customer experiences and increasing brand engagement, and learn about innovative persuasive practices and message framing.

Inspiration: I will attend and participate in stimulating and thought-provoking discussions, which will influence my projects.

Networking: I will expand and maintain contacts with our peers, clients, and those who research and apply behavioral science to their marketing, branding, and communication.