Authors: Arjen Brasz and Frank Kroeze

In this article, the authors examine three types of sympathetic pricing – painkiller pricing, compassionate pricing and purposeful pricing – and demonstrate how companies have used these pricing tactics to increase both brand trust and brand loyalty. By applying sympathetic pricing, you can turn a negative experience for a customer into a positive one, thereby giving the customer a positive contact moment with your company, as the authors explain. Arjen Brasz (arjen.brasz@simon-kucher.com) is a Senior Director at Simon-Kucher & Partners in Amsterdam. Frank Kroeze (frank.kroeze@simon-kucher.com) is a Consultant at Simon-Kucher & Partners …Read More