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^{In short: Research reveals how customers use a mix of prior knowledge and guesswork to determine whether your prices are fair. Here's how to help them make a positive assessment.}

How do customers determine whether your price is fair?

There are two scenarios when it comes to how your prices are perceived. The first is when your customer has no concept of whether your price is fair, and the second is when they have preconceived expectations.

Let’s look at how...