About this episode

Etinosa Agbonlahor discusses the importance of integrating pricing into the design process and the psychological factors influencing customer perceptions of value.

Find the full episode and bonus content on our Substack: https://designbetterpodcast.com/p/etinosa-agbonlahor For product teams at startups and established tech giants alike, finding the right pricing and value proposition often feels more like alchemy than science. It’s a high-stakes game of guesswork involving the complex psychology, shifting values, and ingrained behaviors of your customers. While it can take years of trial and error to dial in, our guest today is here to help us decode the pricing formula and understand the behavioral drivers that make a product indispensable. Etinosa Agbonlahor is a behavioral economist and founder of Decision Alpha, a consultancy that helps businesses understand the psychology behind how people make financial decisions. She’s worked with organizations like Fidelity and Commonwealth Bank of Australia studying how people save, spend, and invest — and she’s turned those insights toward one of the trickiest challenges any business faces: pricing. In this episode, Etinosa walks us through the cognitive shortcuts that shape how customers perceive value — from anchoring and the decoy effect to the surprising power of round numbers. She explains…

People in this episode

Guest: Etinosa Agbonlahor

Topics covered

• pricing
• behavioral economics
• product development
• customer psychology
• value proposition

Keywords

• pricing
• behavioral economics
• customer psychology
• value proposition
• product development

Sponsors

Wix Studio

Mentioned in this episode

Organizations: Decision Alpha, Fidelity, Commonwealth Bank of Australia

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