The Psychology of Pricing: Is a Penny Just a Penny?


In America we are pretty careless with our pennies. You can find one glistening in the sun on any street corner or parking lot. Yet, pricing savvy businesses know the true value of a penny and understand that changing the price of a case of wine or a gallon of gasoline by a single penny can deliver tens of millions of dollars additional profit.

Of course, the trick is knowing when and if your customer is willing to pay that extra penny. What drives one customer to pay the increase and another to head to your competition? It’s all in the psychology of pricing.

In this webinar, you will learn about the psychology of pricing, including:

  • How does your brand influence the customer’s willingness to pay?
  • What is the relation of everyday price to price savings?
  • What effect will a new high-end product have on spending?
  • What is the ‘anchoring effect’ and how does it work?

If you would like to receive a copy of the webinar deck, please contact Bryan Gass

About the Speaker
Tom Brzezinski, Director of Pricing at Treasury Wine Estates

Tom Brzezinski possesses 27 years experience in the spirit and wine industries and has a strong background in pricing, marketing and finance. Most recently, Tom was the Director of Pricing and Revenue Management at Beam Global when they selected and implemented Vistaar. He is now the Director of Pricing at Treasury Wine Estates, a $2B business with leading brands such as Beringer, Chateau St. Jean, Penfolds, and Stags’ Leap.

Tom Brzezinski possesses 27 years experience in the spirit and wine industries and has a strong background in pricing, marketing and finance. Most recently, Tom was the Director of Pricing and Revenue Management at Beam Global when they selected and implemented Vistaar. He is now the Director of Pricing at Treasury Wine Estates, a $2B business with leading brands such as Beringer, Chateau St. Jean, Penfolds, and Stags’ Leap.

On Demand Webinars

Next Steps >>