Title: Describe the psychological effects of pricing.
Course: Fashion Marketing (12153-I) > Section: Exploring the Buying Process

Description may include

- appeals to a person's self-image (e.g., prestige, willingness to pay higher price for name-brand goods)
- sense of thrift (e.g., quantity pricing, odd-even pricing)
- political correctness (e.g., willingness to pay a higher price for natural or environmentally safe products)
- cause-related marketing and its effect on pricing.

Process/Skill Questions:

- What is the difference between rational and emotional buying motives?
- How might a fashion marketer appeal to a customer’s emotional buying behavior? How might they appeal to a customer’s rational buying behavior?
- What role do ethics play in setting prices?
- How might cause-related marketing influence purchasing decisions?
- How might psychological factors affecting pricing vary according to customer gender? Customer age?
- How do fashion seasons affect pricing of fashion items?