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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 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 abo...

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 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...

Shrinkflation successful. 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 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 hav...