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Pricing
Tactic

Insert Alliteration into the Price

Customers were more likely to buy two t-shirts for $25 because of the matching “t” sounds.

Two tee-shirts being sold for $25

Overview

Alliteration feels good. Something just “feels right” — and we misattribute this pleasant sensation to the context.

And it happens with pricing: Customers were more likely to buy two t-shirts for $25 because of the matching “t” sounds (Davis, Bagchi, & Block, 2016).

Other examples:

  • Five Dollar Footlong (Subway)
  • Four for $4 (Wendy's)
  • Ten for $10 (Kroger)

  • Davis, D. F., Bagchi, R., & Block, L. G. (2016). Alliteration alters: Phonetic overlap in promotional messages influences evaluations and choice. Journal of Retailing, 92(1), 1-12.