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.](https://insidebe.com/wp-content/uploads/2021/10/nespresso_illustration-1024x576.png)
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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