The process of examining and factoring in consumer behavior to achieve the maximum amount of profit from a perishable good. Consumer behavior is examined to determine the correct price level to make the item enticing to the consumer. The idea is to coordinate timing, price, and consumer buying patterns to achieve the best return. The issue with yield management is that it can often result in unfair pricing for consumers. For instance, Joe may book a flight to California for $500 during the morning and Jane may book the same flight for $800 that evening. Joe was able to receive the better price because the flight still had plenty of open seats and the airline was trying harder to entice customers to purchase a ticket.