The Cost of
Paying More
David J. Hardisty
Marketing & Behavioural Science
The Cost of Paying More
David J. Hardisty
An economic mystery
TITLE OF SECTION LORUM IPSUM
Text et dolorios sa asperum nonsequa
Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta
tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si
omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum
nistis dolo.
Price: $0.97
Watts: 60
Lumens: 820
Title of Presentation
Section Running Header
Price: $17.99
Watts: 13
Lumens: 800
(Saves $188 on energy)
The Cost of Paying More
David J. Hardisty
Consumers don’t care about the future?
TITLE OF SECTION LORUM IPSUM
Text et dolorios sa asperum nonsequa
Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta
tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si
omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum
nistis dolo.
Title of Presentation
Section Running Header
The Cost of Paying More
David J. Hardisty
Our theory
Consumers have a latent goal to reduce long-term costs
TITLE OF SECTION LORUM IPSUM
Text et dolorios sa asperum nonsequa
Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta
tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si
omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum
nistis dolo.
Price: $0.97
10-year energy cost: $239
Watts: 60
Lumens: 820
Title of Presentation
Section Running Header
Price: $17.99
10-year energy cost: $52
Watts: 13
Lumens: 800
The Cost of Paying More
David J. Hardisty
Online Survey Results
Normal labels:
15% mention long-term cost or energy efficiency
30% choose the efficient bulb
10-year cost labels:
TITLE
OF SECTION
LORUM
61% mention
long-term cost
or energyIPSUM
efficiency
Text
dolorios
sa asperum
67% et
choose
the efficient
bulb nonsequa
Other survey results:
Intro
Text lorem
quo que eicille
nseque
re sum voluptas
- Works
withipsum
otherque
products:
TVs, stiorio
washing
machines,
etc. autati dolupta
tiscimaximi,
ad quam,
que nus
estruptalabels
perum don’t
vendado
quassitaest
- Energy quam
savings
and dollar
savings
much quaerem porpor si
omnihillab
quas doluptam
sendis the
asperum
nonsequam
necto tecum entotatum
- Askingidconsumers
toesci
estimate
10-year
cost ofque
each
nistis
dolo. equally effective
product:
Title of Presentation
Section Running Header
The Cost of Paying More
David J. Hardisty
Does it work in real stores?
12%
TITLE OF SECTION LORUM IPSUM
chose efficient option
Text et dolorios sa asperum nonsequa
Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta
tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si
omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum
nistis dolo.
48%
chose efficient option
Title of Presentation
Section Running Header
The Cost of Paying More
David J. Hardisty
Let’s scale this up
Triple winner:
- Good for the consumer
- Good for the firm (sales up 134%!)
- Good for the environment
TITLE OF SECTION LORUM IPSUM
Text et dolorios sa asperum nonsequa
Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta
tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si
omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum
nistis dolo.
Title of Presentation
Section Running Header
The Cost of Paying More
David J. Hardisty
Let’s work together
TITLE OF SECTION LORUM IPSUM
Text et dolorios sa asperum nonsequa
Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta
tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si
omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum
nistis dolo.
Title of Presentation
Section Running Header
Thank You