This title provides an in-depth look at fair pricing practices and their affect on our everyday lives. Certainly consumers today are concerned about the unfairness of gasoline prices. And even if these concerns subside, the focus on fair pricing will shift to other areas such as the unfair costs of health care, mobile phones, prescription drugs, a college education, real estate, or hotel rooms. In "The Price Is Wrong", pricing expert Sarah Maxwell explains the psychological and sociological basis of fair pricing and reveals how this issue affects our everyday lives. Written in a straightforward and accessible style, this book shows readers how unfair pricing causes an extreme emotional response. Throughout the book, Maxwell skillfully explains what makes a price seem wrong, the social norms of fair pricing, and the true cost of unfair pricing.Dr. Sarah Maxwell (Valhalla, NY) is an expert in fair pricing, with both academic and business experience in this field. She is an associate professor at Fordham University and is Codirector of the Fordham Pricing Center. Previously, Dr. Maxwell was a vice president of marketing for Aramark and consulted with divisions in Europe and Japan.