FEATURE9 October 2019

Name your price

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Features Impact

The phraseology around the cost of a product matters, and recent research investigates why ‘cheap’ isn’t the same as ‘not expensive’. By Jane Bainbridge.

Perceptions of value matter. The lure of a bargain, the offer of a discount or the belief that the price you are paying for something is better than expected are all important when buying things.

When exact prices are stated ...