Join Joan and Larry on FutureProof Brands as they delve into the intricate world of pricing psychology and its profound impact on customer perceptions and economic sentiments. In this episode, they dissect the phenomenon of reference pricing and its role in shaping consumer behavior amidst a backdrop of rising inflation. From the alarming trend of continuous price hikes by brand-businesses to the subtle nuances of internal reference prices, Joan and Larry uncover the hidden forces driving customers' perception of value. Drawing insights from behavioral economics and real-world examples, they explore the delicate balance between pricing strategies and customer trust, offering actionable advice for brand-businesses aiming to future-proof their success. Tune in to gain invaluable perspectives on how pricing decisions can shape the landscape of customer loyalty and shareholder value in today's ever-changing market.