We continue our series on consumer psychology by looking at how mental accounting and positioning can impact a consumer’s willingness to pay and consumption. In part one, we considered consumer price beliefs and their impact on consumption enjoyment. Willingness to Pay for a Snack vs. a Meal vs. Dessert Willingness to pay can differ depending… Read more »
Posts Tagged: froyo shop pricing strategy
The Consumer Psychology of Froyo Shop Pricing
As frozen yogurt prices rise, an increasing number of frozen yogurt shops are offering flat rate pricing, either on a temporary basis or on a permanent basis. To understand the impact of this pricing model change, we consider how consumer behavior might change. To do this, it’s important to consider the interplay between consumer attitudes,… Read more »