Journal of Revenue and Pricing Management

, Volume 17, Issue 5, pp 373–377 | Cite as

Thoughts: fun and humor in pricing

  • Stephan M. LiozuEmail author


Pricing a function traditionally associated with analytics, finance, or accounting. As such it is often considered as “cut and dry” with little room for humor and fun. Because of the high level of complexity in the pricing discipline, scholars and practitioners alike recommend change management and change leadership in order to increase adoption and assimilation of pricing practices. The goal is primarily to create user’s emotional connection with pricing in order to convince them to change. Humor and fun are tools that can help with this positive emotional connection and to make pricing changes viral in an organization.


Pricing Humor Change management Learning 


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Copyright information

© Macmillan Publishers Ltd., part of Springer Nature 2018

Authors and Affiliations

  1. 1.Case Western Reserve UniversityClevelandUSA

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