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Pricing Intermediate

Psychology of Pricing: Anchors & Decoys

Why your price isn't a number — it's a comparison. A focused program on anchoring, decoys, and perceived value.

4.8 (640 reviews) 4,100 enrolled 10h of content

About this course

Anchor selection, decoy design, price framing, and the context that makes any number feel fair or expensive. Finish with a plan-page audit.

What you'll learn

  • Design a three-tier decoy plan from scratch
  • Audit any pricing page and propose evidence-based changes
  • Choose anchor prices that reframe perceived value

Who this is for

  • Founders pricing their first product or next tier
  • Growth PMs running a pricing page redesign
  • Consultants raising rates

Prerequisites

  • A product or service with an existing price point.

Curriculum

4 modules · 13 lessons · 3 hours total

01

The Reference Point Problem

3 lessons · 39 min

Why price only exists in relation to something.

  • How the Brain Stores Reference Prices Preview 13m
  • Anchor Selection in Hero Sections 12m
  • The Role of Context and Sequence 14m
02

Anchors in Practice

4 lessons · 50 min

Real page-level examples of anchor work.

  • Anchor-Driven SaaS Pricing Tables Preview 14m
  • Course and Cohort Price Anchors 12m
  • Anchoring in Service and Agency Offers 13m
  • Anti-Anchor Mistakes to Avoid 11m
03

The Decoy Effect

3 lessons · 37 min

Asymmetric dominance and how to design a decoy plan.

  • Classic Decoy Experiments Revisited 12m
  • Designing a Three-Tier Decoy 15m
  • Decoy Ethics and Overuse 10m
04

Perceived vs Real Cost

3 lessons · 39 min

Making the same price feel different.

  • Bundling and Perceived Completeness 13m
  • Unit Framing and Temporal Pricing 12m
  • Certainty Premiums in Positioning 14m

Your instructor

MC

Marcus Chen

Conversion Strategist in Residence

🎓 M.Sc Behavioral Economics, LSE

Marcus built and scaled growth teams at three Series-B consumer startups, turning behavioral frameworks into 40%+ conversion lifts. He teaches the applied side of everything MindPath covers.