Thursday, June 18, 2015... in 1610 days

Wiglaf Big Idea Show

May 2015 Events

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Customer Brains on Pricing

Neuroeconomics is beginning to challenge classic economic theory of demand in describing why people purchase and what price they will accept.  Yet, despite its thirty year history, most professionals are unaware of the power of neuroeconomics in predicting human behavior, their perception of value, and their willingness to pay.  It is time to rectify this.

In Customer Brains and Pricing, Dr. Tim Smith will review current research into how the brain reacts to prices.

Delegates will learn:

  • Why humans aren’t rational
  • How irrationality can be predicted
  • Why these predictions should influence pricing


Starring Tim Smith, PhD, Founder and Managing Partner of Wiglaf Pricing, Adjunct Professor of Marketing at DePaul University, and author of Pricing Strategy:  Setting Price Levels, Managing Price Discounts, and Establishing Price Structures.

  • Thursday, 18 June
  • 11 am - 12 am Chicago Time
  • Wiglaf Big Idea Show

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