Abstract: Research shows that there is an estimate of 5% of companies that can boast of an appointed “chief pricing officer” (Hinterhuber & Liozu, 2014). Even more daunting seems to be the fact that for every such company, there are dozens more – such as Volkswagen, Nestle, Sony, Toshiba – that do not have a delegated employee specialized in such an important part of a product’s sucess and consequently, of the company’s. That is, however, not to say that not enough emphasis is put on pricing strategies but rather that the attention is misplaced and the effort misguided in many situations

Keywords: psichological price, marketing, economic thinking.