Customers will pay more for less

[hbr.org/2012/06/c...](http://hbr.org/2012/06/customers-will-pay-more-for-less/ar/1)

Brilliant research made by Professor Chernev from Northwestern University’s Kellogg School of Management published in the Harvard Business Review. Here’s the result:

In five experiments, respondents were shown a series of products—phones, jackets, backpacks, TVs, watches, shoes, luggage, bikes, wine, and sunglasses. Some were relatively expensive, others inexpensive. Respondents in one group were asked how much they would pay for each item by itself, and those in another group were asked how much they would pay for a bundle combining a high-priced and a low-priced item. Defying conventional wisdom, respondents shown the bundle were willing to pay less than those shown the more expensive product alone.