How should I communicate the price of my brand to consumers?

Do you feel physical pain when you spend your money? Do you experience negative emotions when you buy something? You are not alone. Behavioural scientists have proven that pain centres in our brain activate in financial transactions, which explains why humans hurt in such occasions. It’s called the ‘pain of paying’, and it’s a pain so real that most of us would rather not lose £5 than find £10… loosely restating Kahneman’s and Tversky’s earlier findings about the pain of loss being twice as intense as the joy of gain.