Discover how everyday pricing strategies are designed to manipulate us – and how to fight back'An instructive and entertaining romp.' DANIEL KAHNEMAN, AUTHOR OF THINKING, FAST AND SLOW'Poundstone is your savvy, witty guide to saving the pound in your purse.' THE TIMESIn Priceless, bestselling author William Poundstone reveals the hidden psychology of value and explores how we react to the most pervasive persuader of all: price. Charting the burgeoning growth of price-consultants who advise retailers from Nike to Nokia, Poundstone shows how behavioural decision theory has revolutionised the pricing strategies of major corporations. Informed by fascinating behavioural experiments and packed with real-life examples, Priceless explains why prices are so important, and the tricks that companies use to sell their goods. It will prove indispensable to anyone who buys, sells, or negotiates. Poundstone reveals:Why it is so many prices end in 9. How it is that text messages cost money, but emails remain free. The real reason cereal packets keep getting smaller... and smaller...