Speakers

Why do customers choose this offer and not that? Which role to prices play? In this keynote, Kai will show that price and value are arbitrary associations between a product and a number. He will reveal how this association can be influenced using behavioral science, for instance with smart anchoring, bundling products, or designing choice architectures. He will also show what brain scans and other subconscious measures have revealed about the value perception of customers and sellers. Finally, Kai will present a few recent and still unpublished exciting findings from his latest research. Join this interactive keynote to understand valuable profit levers which you can apply right away the next day after the Congresss.

Biography: Kai-Markus Mueller is Director of Pricing Research at Neurensics, Amsterdam. He previously founded and ran a start-up where he developed NeuroPricing™, a suite of neurotechnology-based methods to measure and model the optimal price – meanwhile acquired by Neurensics. Before, Kai gained experience both as a neurophysiologist at the US government and as a strategy consultant with an international management consultancy. He holds a PhD in neuroscience. His work has been featured by Forbes, Businessweek, ZDF, Der Spiegel and many more. Another recent milestone is an award-winning book co-authored by top sales expert Gaby Rehbock titled “The Invisible Game – The Secrets and the Science of Winning Minds and Winning Deals”. Kai holds further positions as Professor of Consumer Behaviour at HFU Business School of Furtwangen University in Schwenningen, Germany as well as Chief of Behavioral Strategy with dynamic pricing tourism pioneers RateBoard in Innsbruck, Austria.