Show Higher Prices First
Customers choose a more expensive option when you sort prices from high to low.

Over an 8-week span, researchers alternated beer prices on a menu. They maximized revenue when prices were sorted from highest to lowest (Suk, Lee, & Lichtenstein, 2012).

Two reasons.
First, initial prices establish a reference price. Higher initial prices? Higher reference prices.

Customers use these initial prices to evaluate subsequent prices.
Second, there’s loss aversion. While scanning products that get higher in price, customers lose the ability to pay a lower price. They feel pressured to pounce on a cheaper item before they get too expensive.
Showing prices in a decreasing sequence can trigger the reverse effect. Each new product feels like a loss in quality. Customers feel pressured to pounce on an option before they lose too much quality.
- 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.