Real World Example of How to Influence Price Perception by Using Words Instead of $ or Numbers

by Victor Antonio, Sales Buy•ologist

Not to long ago I posted a Sales Influence Moment video #60 explaining how client’s perception of pricing can be influenced depending now how you write the price on the menu.

I’m here in San Antonio, Texas where the restaurant in the lobby has used the very strategy I discussed in Sales Influence Moment #60.  If you haven’t watch the video, do that first and then check out this picture so you can understand how they are trying to “influence” their patron’s perception.

Note that the prices are written out (e.g., forty two dollars, thirty six dollars) instead of using numerical values or $ signs.

menu pricing influences perception



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