There are a number of ways that businesses can favorably influence consumer price perceptions. One approach is to shape the “mindset” of the consumer before they even see the actual price.  
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The price of an item and how consumers perceive that price is a critical part of the marketing mix. Price perceptions influence other consumer behaviors beyond the purchase of any one item. Smart businesses seek to actively shape consumers’ price perceptions.  
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In reviewing consumer price perception research, I’m struck by how easily consumers’ perception of prices can be manipulated. In this post and the one to follow, I will describe a number of ways to influence consumers’ perception of pricing based on marketing research studies. 
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Media influence studies appear periodically which purport to tell you which advertising media has the greatest influence on consumers’ purchase decision process. You should be cautious about accepting the results as the Holy Grail… 
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Video surveillance systems and cell phones are now being used by brick and mortar retailers to track consumer behavior in ways not anticipated a few years ago. One retailer reports a 20 percent sales gain after it began using one of the new consumer tracking technologies. 
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New consumer research demonstrates that getting customers to sign their name can influence subsequent shopping behavior in a predictable manner. What can marketing professionals learn from this consumer research?  
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