The Hidden Psychology Behind Simple Pricing Amid the Rise of AI

As artificial intelligence enables businesses to fine-tune prices to closely reflect products’ cost or value, it may seem natural to assume that more differentiated pricing leads to better profits. But new research from UW-Milwaukee suggests the opposite can be true: Fewer, well-designed price points may work better.

Walk into a store like Five Below or buy a movie ticket at AMC Theatres, and you’ll notice something curious: Very different products often share the exact same price. A basketball, a phone accessory and a water bottle all might cost $5. A blockbuster film and a lesser-known movie might carry the same ticket price.

According to new research, that’s not a coincidence. It’s a strategy.

A study by Zuhui Xiao, assistant professor of marketing in UWM’s Lubar College of Business, examines a common practice known as “class pricing.” This is a method where businesses group a wide range of products into just a few price points. While this may seem to go against basic economics – which suggests prices should reflect a product’s cost or value – the research shows that consumer psychology plays a powerful role.

Instead of judging prices in isolation, people compare them to what they expect to pay. When a price feels lower than expected, it creates a sense of gain. When it feels higher, it creates a sense of loss. Because losses tend to loom larger than gains, consumers often dislike overpaying more sharply than they enjoy getting a bargain.

Class pricing helps reduce those negative comparisons.

“When prices are simplified, consumers are less likely to feel like they’re overpaying,” Xiao said. “That makes them more comfortable making a purchase.”

In other words, fewer price points can lead to fewer second thoughts.

The findings suggest that businesses aren’t just setting prices based on cost or value – they’re carefully shaping how customers experience those prices. When firms adopt more differentiated pricing across a price line, shoppers tend to resent higher-priced options more than they reward lower-priced alternatives, making expensive items look worse than the actual price difference alone would imply. By limiting the number of price points, companies can reduce these unfavorable comparisons, helping higher-priced products preserve more of their prestige and improving overall profitability.

“Consumers don’t evaluate prices one by one. They compare what they see to what they expect, and that shapes whether a price feels like a good deal,” Xiao said.

The strategy is already widely used in retail, entertainment and beyond. As companies look for ways to attract price-sensitive consumers, especially during times of economic uncertainty, simple pricing models may become even more common. Even with advanced AI pricing algorithmic tools, more flexibility in setting more differentiated prices does not necessarily lead to higher profits. In many cases, simpler pricing tiers are more effective.

For shoppers, the takeaway is straightforward: That clean, simple price tag may feel like a good deal – and that’s by design.

Circular Genomics Appoints World-Renowned Expert in Neurochemistry and Alzheimer’s Fluid Biomarkers Dr. Henrik Zetterberg to Scientific Advisory Board

San Diego, Apr 25: Circular Genomics, a biotechnology company revolutionizing neurological and psychiatric precision medicine through brain-derived circular RNA (circRNA) biomarkers, today announced the appointment of Henrik Zetterberg, MD, PhD, to its Scientific Advisory Board. Dr. Zetterberg is Professor of Neurochemistry at the University of Gothenburg, Sweden, University of Wisconsin-Madison, and University College London (UCL), UK, and is widely recognized as one of the world’s foremost authorities on fluid biomarkers for neurodegenerative diseases.

Dr. Zetterberg’s pioneering work has transformed the landscape of Alzheimer’s disease diagnostics. He leads the UK Dementia Research Institute Fluid Biomarker Laboratory at UCL and serves as Head of the Department of Psychiatry and Neurochemistry at the University of Gothenburg. His research has been instrumental in establishing blood-based biomarkers—including neurofilament light chain (NfL), phosphorylated tau (p-tau 217), GFAP, and amyloid-beta—as non-invasive tools for detecting and staging Alzheimer’s disease and other neurodegenerative disorders. With hundreds of high-impact publications and frequent keynote presentations at major neuroscience conferences, Dr. Zetterberg has helped establish the scientific and clinical framework for blood-based brain health diagnostics.

His appointment strengthens Circular Genomics’ mission to make brain disorders measurable and manageable through innovative circRNA biomarker technology. The company is actively developing circRNA blood-based assays for Alzheimer’s disease diagnosis and risk prediction, collaborating with leading institutions including Washington University in St. Louis, and recently finalized exclusive IP licenses with global research institutions to advance its Alzheimer’s disease blood test.

“Circular RNAs represent a fundamentally new class of brain-derived biomarkers that can provide a comprehensive view of brain biology” with tremendous potential to advance precision medicine in Alzheimer’s disease and other neurodegenerative disorders said Dr. Henrik Zetterberg. “Circular Genomics has built an impressive platform that complements existing fluid biomarker approaches and opens new avenues for better understanding the dynamic brain processes that are critical for the pathogenesis and progression of brain disorders. I am excited to contribute my expertise in biomarker validation and clinical translation to help bring these innovative diagnostics to patients who need them.”

“We are honored to welcome Dr. Zetterberg to our Scientific Advisory Board,” said Dr. Nikolaos Mellios, MD, PhD, Chief Scientific Officer and Cofounder of Circular Genomics. “His unparalleled expertise in fluid biomarkers for neurodegeneration, combined with his track record of translating discoveries into clinical tools, makes him an ideal advisor as we advance our circRNA platform. Dr. Zetterberg’s guidance will be instrumental in ensuring our Alzheimer’s disease diagnostics meet the highest standards of scientific rigor and clinical relevance, ultimately bringing transformative precision medicine solutions to patients and families affected by neurodegenerative diseases.”

Dr. Zetterberg joins an accomplished Scientific Advisory Board that includes leading experts in psychiatry, neurology, Alzheimer’s disease research, and biomarker development, all committed to advancing Circular Genomics’ vision of making brain health measurable through innovative blood-based diagnostics.

India Autism Center celebrates neurodiverse athletes and advances inclusive sporting ecosystem through Sports for All

New Delhi, Apr 25: As part of World Autism Awareness Month, India Autism Center (IAC), a leading not-for-profit organization supporting individuals with autism and related neurodevelopmental conditions, hosted the ‘Sports for All: Building an Equitable Sporting Ecosystem for All’ initiative, in collaboration with The Quantum Hub, Special Olympics Bharat and The Accessibility Coalition, which brought together policymakers, practitioners, para and special athletes, and inclusion advocates to drive conversations around equitable access and participation in sports. The initiative reinforces IAC’s commitment to fostering inclusive opportunities while advancing its long-term vision of Samaavesh – a sustainable, community-based India’s largest residential ecosystem for lifelong care and support. The programme featured  felicitation ceremony honouring young neurodiverse athletes, led by Dr. Mallika Nadda, President, Special Olympics Bharat, Smt. Geeta Mandaviya, Patron Member, Special Olympics Gujarat, along with Mr. Jaishankar Natarajan, Director and Chief Executive Officer, India Autism Center, Ms. Sakhi Singhi, Governing Body Member, Head of Communications, Partnerships, Fundraising and Talent Acquisition, India Autism Center, and Mr. Rohit Kumar, Founding Partner, The Quantum Hub. It also included a multi-stakeholder panel discussion on ‘Building an Equitable Sporting Ecosystem: Bridging Training, CSR, and Policy’, moderated by Nipun Malhotra, Chief Executive Officer, Nipman Foundation & Director – Disability and Inclusion at The Quantum Hub.

At its core, the initiative reflects a larger vision to embed inclusion within everyday ecosystems such as sports creating structured pathways that go beyond participation to enable skill-building, confidence, and long-term development for neurodiverse individuals.

The Felicitation ceremony recognized the outstanding achievements of 4 young neurodivergent swimmers, Meka Sri Ashvath (age: 11), Gunturu Lav (age: 9), Gunturu Kush (age: 9), and Thanvesh Navin (age: 10) for completing a 60 km open water relay swim across the Palk Strait, from Dhanushkodi, in Tamilnadu to Talaimannar, in Srilanka, and back – within an extraordinary span of only 18 hours. Trained by the coaches of Yadhavi Sports Academy for Special Needs, by their Head Coach – Sathish Siavkumar, these athletes began swimming at an early age and have steadily progressed from pool training to competitive open-water events, including the 5 km ‘Samudra Veer’ Porbandar Swimathon 2026, where they competed alongside significantly older participants. Their journeys reflect exceptional discipline, endurance, and determination, with many emerging among the youngest achievers at the national level. As they conclude this extraordinary 60 kms expedition, they continue to undergo rigorous ocean-training, further strengthening their capabilities on an international stage.

Beyond the felicitation, the summit convened a multi-stakeholder panel discussion, moderated by Nipun Malhotra, featuring Sonali Philip (Director of Operations, People & Culture, GoSports), Suvarna Raj (Managing Director, Sugamya Accessibility & Inclusion), Damini Ghosh (Lead, Disability & Inclusion Access, Vidhi Centre for Legal Policy), and Aditya KV (Founder & CEO, Umoya Sports), to explore pathways for systemic change, accessibility, and inclusive participation in sports. Discussions underscored the importance of “sports for all” and the need for structural policy reforms, while also focusing on strengthening training pathways, leveraging inclusion, improving accessibility standards, and fostering collaboration between policymakers, organisations, and the sports ecosystem. The programme also featured a lightning talk moderated by Sakhi Singhi, offering first-hand perspectives from the coaches of Yadhavi and the parents of the Swimmers. 

About the initiative, Mr. Jaishankar Natarajan, CEO and Director, India Autism Center, shared, “Sports have the power to transform lives by nurturing confidence, resilience, discipline, and a deep sense of belonging. The young athletes felicitated today stand as a powerful reminder of what becomes possible when individuals are met with the right opportunities, encouragement, and support systems. Their journey, perseverance, and achievements did challenge and redefine conventional perceptions of ability and potential.” 

Dr. Mallika Nadda, President, Special Olympics Bharat, said, “Building a more inclusive sporting culture demands collective effort from institutions, policymakers, educators, and communities. Initiatives like these are important in driving that conversation forward – bringing together diverse voices to reflect on accessibility, training, representation, and the pathways needed to create more inclusive sporting ecosystems.” 

Nipun Malhotra, CEO, Nipman Foundation & Director – Disability and Inclusion at The Quantum Hub, said, “Building an equitable sporting ecosystem requires intentional collaboration across policy, infrastructure, and community engagement. Initiatives like ‘Sports for All’ play a critical role in bridging these gaps by aligning stakeholders and creating pathways that are not only inclusive but also sustainable. The focus must now shift from isolated efforts to systemic integration, ensuring that accessibility and inclusion are embedded into the very design of India’s sporting landscape.”

Through strategic partnerships, IAC is driving systemic change by advancing accessibility, nurturing talent, and embedding inclusion in mainstream sports building an ecosystem that recognises ability and removes barriers to participation.

Bharti Real Estate launches Abhigyan, a unique industry-academia engagement initiative

Inaugural visit by IIT Delhi students at Worldmark Aerocity as part of field visit and industry interface

New Delhi, Apr 25: Bharti Real Estate, the real estate arm of Bharti Enterprises and owner of the Worldmark brand, has launched Abhigyan, an industry-academia engagement initiative designed to bridge the gap between classroom learning and real-world application in the real estate and infrastructure sector.

Structured as an experiential field-visit programme, Abhigyan aims to give students practical exposure to large-scale developments and help them better understand the nuances of planning, design and execution that shape modern urban infrastructure.

The initiative began with its first on-ground engagement, hosting civil engineering students from the Indian Institute of Technology (IIT) Delhi at Worldmark, Aerocity, New Delhi. During the visit, students experienced an immersive walkthrough of the development and gained first-hand insights into how a global business district is conceptualised and delivered at scale. The session highlighted key aspects such as integrated design, construction management, project planning and the complexities involved in executing premium commercial developments, followed by an interactive discussion with Mr. S. K. Sayal, MD & CEO, Bharti Real Estate.

Senior leadership from Bharti Real Estate, including Mr. Kamal Kumar Dua, Vice President – Operations; Mr. Amit Tyagi and Mr. Ajay Kalia, Project Leaders; Ms. Cherryn Dogra, Chief Marketing Officer; and Mr. Pankaj Garg, Lead – Projects Planning and Control, along with industry consultants Mr. Raja Raja Menon, Principal at Arcop, and Mr. Amrit Pal, Principal at TPCL, engaged closely with the students. The interactions gave participants deeper insight into the project lifecycle, execution strategies, on-ground challenges and best practices involved in delivering large-scale, world-class developments.

Speaking on the initiative, Mr. S. K. Sayal, MD & CEO, Bharti Real Estate, said: “Abhigyan reflects our commitment to fostering industry understanding and nurturing future talent through real-world exposure. As infrastructure and real estate continue to evolve in scale and complexity, it is important for young professionals to understand how such developments are brought to life beyond textbooks. Through this initiative, we aim to offer a practical lens into the sector and inspire the next generation to actively contribute to India’s growth story.”

Talking on the project Abhigyan Prof. Allan L Marbaniang, Assistant Professor at Civil & Environmental Engineering IIT Delhi said: “Bharti Real Estate has provided the undergraduate students of Civil and Environmental Engineering IIT Delhi with a valuable opportunity to explore various aspects of planning, construction, on-site execution, and ground coordination. During this field-visit, interaction with industry experts left the students with meaningful insights into real-world practice. Such hands-on experiences play a crucial role in inspiring and shaping the next generation of engineers in the country. I look forward to more such initiatives from the industry in the future.”

Abhigyan is envisioned as an ongoing platform that will engage leading academic institutions through curated field visits and industry interactions. By combining on-ground exposure with expert-led discussions, the initiative seeks to create a meaningful learning experience for students and provide hands-on understanding of the real estate and infrastructure ecosystem.