"A snippet from Dan Ariel's TED talk. This is a great illustration on the psychological effects of options pricing."
"The price in the middle, while seemingly “useless” in that it didn’t provide any value (since the print + web was the same price) was actually useful in that it helped get costumers to turn from “bargain hunters” to “value seekers”.
What was happening was that customers began to compare the middle option to the latter option (since their prices were similar) and this comparison made option 3 look like an excellent deal.
Without the middle option, we can see that the price points set by the economist had too much contrast: when the middle option was taken away, people looked at the two prices and tried to convince themselves that they didn’t need the “upgrade”.
Essentially, they became “bargain hunters” rather than “value seekers” which are the kind of customers you really want.
With appropriate pricing in place, you can offer customers options that fit their budget, while at the same time influencing “on the fence” customers that your more premium offerings give enough benefit that their extra price is justified."
Why many effective consumer marketing campaigns focus on experiencing, rather than possessing, a product.
"In their first experiment the authors set up a lemonade stand — operated by two six-year olds, to make it appear authentic — for which they used three different signs. The first sign read "Spend a little time and enjoy C&D's lemonade"; the second one, "Spend a little money, and enjoy C&D's lemonade"; and the third, neutral one said simply, "Enjoy C&D's lemonade." Only one of the signs was displayed at a time. Customers were told they could pay between $1 and $3 for a cup of lemonade; the exact amount was up to them. After they made their purchase, they were surveyed to determine their attitude toward the lemonade.
The results were instructive: The sign stressing time attracted twice as many passersby — who were willing to pay almost twice as much — than when the money sign was displayed."
"New research from GfK reveals, for the first time, consumption data at a title level for programmes viewed on subscription-video-on- demand (SVOD) services in the US and UK as well as key facts about sign-up that reveal the importance of access to large content libraries and the ability to watch anytime playing a key role."
"The idea of ‘binge watching’ seems a relatively new idea, driven by access to SVOD services. However, 42 per cent of respondents in GfK’s study cited wanting to watch multiple episodes in a row as their reason for signing up to the service, slightly below the having access to recent movie releases."