Prof. Dr. Kai-Markus Müller will demonstrate how price perception can be influenced, for example, through anchors, bundling of products, or intelligently designed choice architectures. He is renowned for his groundbreaking studies on subconscious value perception using EEG brain scans and reaction times, from which he will present the most exciting findings for the hotel industry. Lastly, the professor will present some current and yet unpublished insights from pricing research in tourism. Anticipate this interactive webinar and explore pricing tactics that you can implement profitably in practice immediately.
Kai-Markus Müller is Professor of Consumer Behavior at HFU Business School in Schwenningen, Germany and Director of Pricing Research with the Dutch neuromarketing pioneers Neurensics in Amsterdam. Previously, he founded a startup where he developed NeuroPricing™, a suite of neuroscientific methods for measuring and modeling the optimal price - a technology that has since been acquired by Neurensics. With valuable experiences as a neurophysiologist at the U.S. government and as a strategy consultant at an international management consulting firm, he has a diverse background. He holds a Ph.D. in neuroscience. He is well-known from numerous media appearances and reports, including on BBC, Forbes, Businessweek, ZDF, RTL, NDR, Der Spiegel, and many others. His latest milestone is a book co-authored with sales expert Gaby Rehbock titled "The Invisible Game – The Secrets and the Science of Winning Minds and Winning Deals", which won a bronze medal at the Axiom Business Book Awards and a gold medal at the Goody Business Book Awards.
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Title: Pricing Psychology - Increasing Profits and Satisfying Hotel Guests
Time: Tuesday, December 19, 2023, 11:30 AM - 12:30 CET
Guest: Prof. Dr. Kai-Markus Müller, Professor of Consumer Behavior, HFU Business School, Schwenningen, Germany; Director of Pricing Research, Neurensics, Amsterdam, Netherlands
Prof. Dr. Kai-Markus Müller
Prof. Dr. Kai-Markus Müller is Professor of Consumer Behavior at HFU Business School in Schwenningen, Germany, and Director of Pricing Research at Neurensics in Amsterdam. Additionally, he masterminded the development of NeuroPricing™. The neuroscience Ph.D. is well-known from numerous media appearances on BBC, Forbes, Der Spiegel, and many others.