The finding: Consumers will pay more for a single expensive item, such as a watch, than they will for a combination of that item and a cheaper one, such as a pen.
A version of this article appeared in the June 2012 issue of Harvard Business Review.
Customers Will Pay More for Less
The finding: Consumers will pay more for a single expensive item, such as a watch, than they will for a combination of that item and a cheaper one, such as a pen. The research: In five experiments, respondents were shown a series of products—phones, jackets, backpacks, TVs, watches, shoes, luggage, bikes, wine, and sunglasses. Some […]
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HBR Learning
Customer Focus Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Customer Focus. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to keep your customers—and their most important needs—front and center.