Case Study: How Nespresso Uses Pricing Psychology to Sell Expensive Products

Learn how Nespresso uses heuristics and cognitive biases to make their capsules worth buying.
Nespresso Uses Pricing Psychology

In this case study, you’ll discover:

  • How your customers make sense of whether a product is a good value or not;
  • How Nespresso charges customers a price per pod that would be equivalent to €45 for a regular bag of coffee and the customers still consider it a good deal; and 
  • How to change the decision-making context to make your product look like a clear choice.

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