price

Knowing the price puts a damper on consumer enthusiasm

The enjoyment of activities and new items decreases as time goes on — the twenty-fifth bite of a chocolate bar is often less enjoyable than the first. However, researchers wondered how knowing the price of a given product might affect the experience of declining excitement. Brent McFerran, an associate professor in marketing at the Beedie School of Business, recently published a study that explains how the presence of the price accelerates the rate at which we feel decreased enjoyment over time through repeated consumption. McFerran ran some tests using music where he had participants listen to songs that they said…

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