The Price Is Wrong: Understanding What Makes a Price Seem Fair and the True Cost of Unfair Pricing - Hardcoverby Sarah Maxwell (Author) Fair pricing is an issue that affects us all, whether we? re consumers or merchants. Throughout her career, Sarah Maxwell has seen how pricing practices? across a variety of different areas, from mobile phones and airline tickets to prescription drugs and gasoline? impact our everyday lives. Now, with The Price Is Wrong, Maxwell shares her deepest insights on this issue and examines both the psychological and sociological