05-20-2009: Price Dictates Believability, by John Malmo
MEMPHIS, TN(WKNO) -
Research indicates that consumers believe a single-benefit product, say tooth brightening toothpaste, brightens better than the one that also fights cavities and bad breath. But if the price is higher for a multi-benefit product, we will believe that the individual benefits can be as effective as in a single-benefit product. To make a multi-benefit product believable, you may have to raise the price.
