Haim Mano, associate professor of marketing at UMSL, talked Tuesday to KTVI (Channel 2) about pricing and consumers behavior. (Photo by August Jennewein)

Consumer behavior has been under the microscope of marketers for years. Determining the buying habits of individuals is big business and many consumers can be deceived by the power of pricing.

Haim Mano, associate professor of marketing at the University of Missouri–St. Louis, was interviewed by KTVI (Channel 2) Tuesday about pricing and how consumers can make smart purchases.

“It is difficult to avoid the effects of pricing,” Mano told KTVI. “One good way to do this is to focus on the unit price per item. Another way is to come prepared with a list. Another way is to compare and contrast and maybe buy in bulk. So there are different ways that consumers can use to avoid falling prey.”