then, bob iger came back. so, part of this is his bob iger s plan to transform the company. he s trying to get 5.5 billion dollars in cost. this is. that this latest round of layoffs is the largest so far, it brings total layoffs to 4000, but we know this is not the end. we expect another round of layoffs, which will ultimately bring us to 7000, i should say. it should impact espn. it will not, however, some of its entertainment division, it will not however affect the frontline employees at the be part, et cetera. and at the theme parks, haven t they already announced significant increases in entrance fees? yes, they had, so they had been raising prices, and for some of the theme parks, that acquitted to 12% and i should say, in the last earning call, the theme park division was the highlight of the report. i, mean they are doing very well in live entertainment at the park addition. so, that is actually an area of strength for the company. and, yes, we have raised prices. the comp
effective depends very much on the perceptual threshold. so, for example, in weight, if i compare two weights, i need at least two grams of difference for 100x100 grams to perceive that difference at all. now, over time, that becomes more, so i maybe forget that last week, you know, that carton of milk or that little piece of tea or so was slightly heavier than this week. so, companies understand what the perceptual threshold for the different units is, they have good chances to make shrinkflation successful. kai, are retailers, are they nervous about raising prices? oh, yes. that is a big issue.
if shrinkflation is effective depends very much on the perceptual threshold. so, for example, in weight, if i compare two weights, i need at least two grams of difference for 100x100 grams to perceive that difference at all. now, over time, that becomes more, so i maybe forget that last week, you know, that carton of milk or that little piece of tea or so was slightly heavier than this week. so, companies understand what the perceptual threshold for the different units is, they have good chances to make shrinkflation successful. kai, are retailers, are they nervous about raising prices? oh, yes. that is a big issue.
kai, are retailers, are they nervous about raising prices? oh, yes. that is a big issue. everybody who sells is very, very nervous about prices. indeed, i ran brain scan studies where i could show that the consumer willingness to pay is, in some cases, significantly higher than the value perception of the person who sells. that means there is a strong hurdle and lots of pain on the seller side, which is completely unnecessary. kai markus mueller, an absolute pleasure having you on the show. thanks so much for your time and i ll talk to you soon. thank you for having me. well, you know, in the end, it s the price in the shops that customers really care about. so, what kind of pressure are they under to keep
perceptual threshold. so for example, in weight, if i compare two weights, i need at least two grams of difference for 100 by 100 grams to perceive that difference at all. now, over time, that becomes more so i maybe forget that last week, you know, that carton of milk or that little piece of tea or so was slightly heavier than this week. so companies understand what the perceptual threshold for the different units is, they have good chances to make shrinkflation successful. kai, are retailers, are they nervous about raising prices? oh, yes. that is a big issue.