In marketing, the price is not just a number with a currency sign. This is a fine-tuning of perception, a kind of "music" in the customer's head, which either creates a desire to buy or leaves doubt. A marketer who understands the psychology of pricing, like a conductor controls an orchestra, choosing the right tempo, tonality and accents to evoke in the listener exactly the emotion that will lead him to buy.

Anchor: the first touch on the price canvas

Imagine an exhibition hall with paintings. In the very center there is a huge canvas with a price tag for 3.5 million tenge. On the sides there are works for 250-350 thousand. Against the background of the anchor, they seem affordable, even profitable. Or remember yourself in a coffee shop, choosing a coffee, you see: "small — 1000 tenge, medium — 1500, large — 2500." The average one looks optimal because the big one is extremely expensive and immediately goes out of focus. Anchoring is a powerful technique that creates an advantageous contrast. In pricing, an anchor is a deliberately inflated price next to the target offer. It is not intended for mass sale, but it creates a contrast that changes the perception of other prices. This is a technique that works almost instinctively — our brain likes to compare and "choose wisely."

The Magic of the Nine: the Illusion of a small difference

Almost everyone knows about this example: 7999 tng versus 8000 tng — the difference is tiny, but the emotion of perception is different. Why? Our brain "grasps" the first digit and almost does not pay attention to the tail. Visually, the price appears in the previous range, and this creates the feeling that we will pay less than expected. This is not a deception, but a subtle psychological effect that has been proven over centuries of trading and is relevant even in digital subscriptions.

Packages and kits: multiplying the value

When several products or functions are combined into one offer, a person sees not just savings, but brand care. For example: "Subscription + exclusive themes + disable ads — for $2.99 instead of $3.99." Even if the discount is objectively small, the customer feels that they are receiving a "gift" and a "special deal." It's not so much arithmetic that works here, but the emotional feeling of winning.

FOMO: Fear of missing out

The phrases "Only today" or "3 copies left" involve an ancient survival mechanism - the fear of loss. When we think that a sentence might disappear, our brain switches from analysis mode to immediate action mode. The main thing is to use this technique honestly: deception will quickly destroy trust, and trust in pricing is the foundation.

Differentiation: a choice for everyone

Different clients have different expectations. One wants a minimum of features at a minimum price, the other is looking for balance, and the third is willing to pay for maximum features. The three tariffs "Basic", "Standard" and "Premium" allow everyone to find "their own", but most often people choose the "middle". This is not an accident — we are psychologically inclined to avoid extremes.

Price as a reflection of value

In the premium segment, price is no longer the main criterion. Emotions, uniqueness, and the story behind the product are important here. If a brand conveys a mission, values, and concern for the customer, it can afford to keep the price higher than its peers, and people will pay for a sense of belonging.

Honesty and transparency

No trick will save you if the buyer feels a trick. A transparent explanation of the price and discounts strengthens the reputation. The client must understand what they are paying for and believe that this price is fair.

 The psychology of pricing is not about how to "force" a purchase, but about how to build a dialogue with a customer in the language of emotions, values, and benefits. The skillful use of anchors, the magic of the nine, FOMO, and bundling creates a sense of making the right choice. And honesty and respect turn a one-time sale into a long-term relationship.