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Kai, are retailers, are they nervous about raising prices? oh, yes. that is a big issue. everybody who sells is very, very nervous about prices. indeed, i ran brain scan studies where i could show that the consumer willingness to pay is, in some cases, significantly higher than the value perception of the person who sells. that means there is a strong hurdle and lots of pain on the seller side, which is completely unnecessary. kai—markus mueller, an absolute pleasure having you on the show. thanks so much for your time and i'll talk to you soon. thank you for having me. well, you know, in th...

Everybody who sells is very, very nervous about prices. indeed, i ran brain scan studies where i could show that the consumer willingness to pay is in some cases significantly higher than the value perception of the person who sells. that means there is a strong hurdle and lots of pain on the seller side, which is completely unnecessary. kai—markus mueller, an absolute pleasure having you on the show. thanks so much for your time and i'll talk to you soon. thank you for having me. well, you know, in the end, it's the price in the shops that customers really care about. so what kind of pressu...

Of winning minds and winning deals. kai—markus mueller, a real pleasure having you on this show. and kai, let's start with this. what are some of the tips and tricks that retailers use? well, there is a wealth of them in consumer psychology. but i'll tell you a few of them. a very, very, very strong component is, for example, the default effect. so, for example, if you have a subscription, it renews by default and we have trouble thinking about the renewal, wejust let it go. then there are things like red signs for discounts. people have learned these things over and over that red signs give...

To conflicts in ukraine and syria, and raised concern over attacks injerusalem and the surrounding region. you're watching bbc news. now it's time for talking business. hello, everybody. a very warm welcome to talking business weekly with me, aaron heslehurst. let's go and take a look at what's on the show. the cost of living has been going through the roof, but can it possibly go up even more? and do prices ever really come down? we're going to be looking at how those prices get set and what goes on behind the scenes between growers, suppliers and the shops themselves. i'm going to be discuss...

And, buckingham palace has invited more than 850 community and charity representatives from across the uk to attend the coronation of king charles, which will take place on the 6th of may at westminster abbey in london. you're watching bbc news. now its time for talking business. hello, everybody. a very warm welcome to talking business weekly with me, aaron heslehurst. let's go and take a look at what's on the show. the cost of living has been going through the roof, but can it possibly go up even more? and do prices ever really come down? we're going to be looking at how those prices get set...