Atals Skilltech...

Would you pay ₹53,000 for a toothbrush? Dyson just did it, and the consumer psychology behind the price is genius. 🪥 In this episode of The Behaviour Behind It, Professor Divya Thakur of ATLAS SkillTech University breaks down the behavioural science, anchor pricing and EMI psychology behind Dyson’s CameraJet toothbrush. 🎓 Want to learn how to decode consumer behaviour for a living? Join ATLAS Online BBA & MBA Programmes 👉 https://bit.ly/4efCk6C What’s inside this episode The Dyson CameraJet costs $499 in the US (roughly ₹53,000). It has a built-in camera, a water jet and an app, backed by six years of work, 661 engineers and 38 patents. But is it really meant for the masses? Professor Thakur explains: ✅ Anchor pricing: how a ₹53,000 product makes a ₹6,000 alternative feel like a smart, sensible buy ✅ EMI psychology: how three payments of ₹17,700, or “just ₹73 a day” (a cutting chai and samosa), removes the pain of paying ✅ The real business model: why the profit is in the proprietary toothpaste and mouthrinse refills, not the toothbrush ✅ The “And” Rule of Marketing: a simple framework you can use in any pricing or positioning decision ⏱ Chapters 0:00 – The ₹53,000 Toothbrush (Dyson CameraJet) 1:10 – Is It Even Going to Sell in India? 2:25 – Anchor Pricing: Why the Most Expensive Item Isn’t for Sale 4:00 – The ₹17,700 EMI Trick & iPhone Pricing Strategy 5:15 – The Clue in the Box: Why Refills Are the Real Product 6:20 – The “And” Rule of Marketing 7:30 – Verdict: Will Dyson’s Strategy Work? 💬 Join the conversation Have you seen a brand flip the question and land on a completely unexpected answer to justify a premium price? Tell us in the comments. Professor Thakur reads them. 👇 🚀 Build your career in marketing, business & psychology Join ATLAS Online: Online MBA & BBA Programmes → https://bit.ly/4efCk6C #ConsumerPsychology #Dyson #DysonCameraJet #AtlasSkillTechUniversity #BehavioralScience #DivyaThakur #MarketingStrategy #PricingStrategy #AnchorPricing #BusinessCaseStudy #ConsumerBehavior #OnlineMBA