Three main chapters of this dissertation, Chapters 2, 3, and 4, are written as separate papers. Below, a short summary of each chapter is provided. Chapter 2 studies optimal pricing strategy of a monopolist who faces consumers that have heterogeneous valuations, have reference-dependent preferences, and are subject to loss aversion. There is asymmetric information in that the monopolist does not observe the consumers? valuations. Assuming that the monopolist can make consumers expect to buy the desired variety of the good, and that these expectations determine the consumers? reference points, we obtain two main results. First, with expectation-based loss aversion, menu pricing is possible even if the single-crossing property is violated (i....