Pricing
Make Sale Prices Look Different From Original Prices
Your brain misattributes the visual difference to a numerical difference.
Add visual distinctions to sales prices (e.g., color, size, font; Coulter and Coulter, 2005).
Why? Think of infomercials.
Viewers typically see the current problem in black-and-white, yet the new solution in vibrant color.
I call it contrast fluency. Your brain misattributes these visual distinctions to abstract distinctions: Hmm, something seems different. This product must make a big difference.
Likewise, with numbers: Hmm, this sale price feels different. It must be numerically different.
- Coulter, K. S., & Coulter, R. A. (2005). Size does matter: The effects of magnitude representation congruency on price perceptions and purchase likelihood. Journal of Consumer Psychology, 15(1), 64-76.