Best in brief: Counting the cost

Discusses the interaction between perceived cost and consumption of a product or service. Pricing policies and payment timings can affect perceptions of cost.

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...