Introduction The psychology of pricing has two main divisions. On the one hand, there is the psychology of the price setter, an interesting field which offers much scope for further research, and on the other hand we have the psychology of the customer. Since pricing is unlikely to lead to business success if it is carried out in disregard of the customers' attitudes and reactions, the two are not unconnected, but the latter can well be discussed on its own and it is in this way that I propose to approach the problems of customer oriented pricing.