Behavioral economics combines economics and psychology to understand how people make purchasing decisions. This approach uses psychological insights to develop more effective pricing strategies. By following the fictional Chocolate Teapot Company, the text illustrates how the company launched a new product and grew its business through clever pricing techniques rooted in consumer psychology.

Each chapter is divided into three sections: a story about the company's journey, an explanation of the pricing approach used, and a toolkit for implementation. Some key concepts include using pricing to position a product, segmenting markets, and adjusting prices accordingly, and leveraging psychology to enhance pricing effectiveness. For instance, setting a higher reference price can make a product seem more valuable to consumers.

Real-world examples highlight how these strategies have increased revenues from 10% to over 200% for various companies. The text offers actionable advice that can be applied to businesses selling to either consumers or other businesses. Central to its message is the idea that psychology is crucial to pricing strategy. By understanding customer behavior, businesses can set prices that align with human thinking. This approach not only increases profits but also defends against competitors and supports business growth. In essence, knowledge of consumer psychology can transform pricing from a basic function into a powerful tool for success.