Best in Brief
Harvard Business Review: Counting the cost
John GourvilleandDilip Soman
An important factor in the degree of consumption of any product or service is cost. People who are aware of what a product or service has cost them are more likely to consume it, and consumption increases the chances of loyalty. Higher consumption helps develop longterm relationships and sales as customers are more likely to repeat the same patterns in the future. For example, health club members who work out four times a week are more likely to renew their memberships than those who work out...