UCI News

McKenzie book named a top read for entrepreneurs

UC Irvine economics and management professor Richard B. McKenzie's book, "Why Popcorn Costs So Much at the Movies, and Other…

February 5, 2009

UC Irvine economics and management professor Richard B. McKenzie’s book, “Why Popcorn Costs So Much at the Movies, and Other Pricing Puzzles,” has been selected by Inc. magazine as one of its 2008 Best Books for Business Owners. McKenzie’s book solves a handful of pricing puzzles shoppers encounter daily, including after-Christmas sales, coupons and, of course, the price of movie popcorn. In its story, Inc. magazine writes: “To an entrepreneur facing the mystery of setting prices, this book contains a wealth of important ideas.”