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Pricing

Distinguish the Most Expensive Option

Customers evaluate this product first, which inflates their reference price.

Nick Kolenda
Updated on
Two pricing plans: $49 and $99. The $99 plan has a more vibrant background.

Researchers recommend that you should sort prices from high to low (Suk, Lee, & Lichenstein, 2012).

But it’s not necessary. The real effect stems from the order in which prices are evaluated.

You could achieve the same effect by adding a visual distinction to the most expensive option. Customers evaluate this product first, which inflates their reference price. All of the adjacent prices will seem cheaper.

  • Suk, K., Lee, J., & Lichtenstein, D. R. (2012). The influence of price presentation order on consumer choice. Journal of Marketing Research, 49(5), 708-717.