The Effects of Partitioned Prices


An interesting new paper profiled by this Harvard Business School article examines the effects of partitioned pricing.

We suggest that a "simple" all-inclusive price will lead buyers to focus on the main benefit offered, while partitioned price formats (main price + other charges) stimulate people to look into the details of what they get for their money. Thus, price framing can be used as a tool to induce consumers to acknowledge additional points of differentiation: a convenient shipping method or a useful service plan, for example. But to partition the price in the hope that consumers will be fooled and overlook small fees altogether can only backfire.

This is a good thing to think about for entrepreneurs entering a market via a differentiated offering. A different pricing strategy could call attention to the differentiation.

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