Context also influences how much they're willing to pay. Consumers were found to be more price-conscious when dining with children than when alone, for example. They tended to select higher-priced ...

Change the price context by marking up freight and rush orders, or have a surcharge for small orders. Hook new clients with a basic service, then offer self-serve upsell for more functionality. Change ...

In the health care context, patients must agree to pay a hospital’s “regular rates” without knowing exact costs until they ...