A recent study shows that
people tight with their spending
are also more sensitive to marketing ploys
designed to reduce spending pain.
These ploys don’t have to be huge or fancy.
In one experiment,
participants were asked if they would be willing
to pay $5 to have free DVDs shipped overnight
instead of waiting four weeks for delivery.
The cost was described in two ways,
either as a “$5 fee” or as a “small $5 fee.”
Participants in the tight spending group
were 20 percent more likely to pay the fee
if it was called “small.”
Yep, that single word increased response by 20 percent