← Every exhibit
Where willingness to pay actually gets decided
The left column is where pricing meetings spend their time. The right column is where the number is actually determined.
| The decision | Where it gets made | What it actually sets |
|---|---|---|
| What category you are filed under | Positioning, months earlier | The buyer's whole reference set |
| Who you are compared against | The buyer's shortlist, before contact | The anchor everything else is coherent to |
| How many options they see | Packaging | Whether you are an extreme or the middle |
| What the cheapest option contains | Packaging | The floor the rest is measured from |
| What the top option contains | Packaging | The ceiling that makes the middle look moderate |
| The number on the page | The pricing meeting | Your position within a set already fixed by the rows above |
Swipe or scroll horizontally if the table is wider than your screen.
Reference & Evidence
Source: Author's own classification, organised around the mechanisms in the two cited papers. Not a finding of either.