Pricing is not a financial exercise — it is a psychological one. This article explores the cognitive mechanisms that shape how customers perceive prices: anchoring (the first number sets the frame), charm pricing (why $9.99 feels much cheaper than $10), decoy pricing (how a third option changes the choice between two), and the price-quality heuristic (why higher prices can increase perceived quality). It covers pricing strategies for SaaS, marketplaces, and consumer products, with guidance on price testing methodology and common pricing mistakes that leave revenue on the table.