Sublime

Any firm should establish the highest price it intends to charge as the “regular” price, with any deviations from that price called “sales” or “discounts.” Removing a discount is not nearly as objectionable as adding a surcharge.

If you can introduce these ‘decoys’ into the buying process, you will make your product look subconsciously better than it would without the decoys.

What are the possible explanations for selecting the middle option in this case? Here are four hypotheses: Uncertainty: Customers don’t have a good estimate of their monthly usage, so they fall back on the “magic of the middle.” Quality expectations: The customer thinks: “If the basic fee is so low, the service probably isn’t all that good.” Peace

Should you channel your budget into search engine pay-per-click advertising or would you be better off focusing more on long-term optimization for organic search results, coupled with a sprinkling of display ads on prominent, high-traffic industry websites?

Appeal to a customer segment, find a base of differentiation, and the competition’s advertising will have no effect. Be so amazing that customers naturally prefer you.

For all attributes, brand buyers have higher propensity to link a brand than non-buyers

Brand light/non-buyers

This approach uses the individual brand-attribute linkage data