I’ve always believed that online buyers are less likely to treat ‘price’ as a fixed entity, and are more likely to seek a value exchange. And that in time this behaviour would transfer to the analogue world.
Here’s a piece of research from Stanford that’s in the same ballpark – the more you pay for something, the more efficacious you expect it to be.
Link: Research – You Really Do Get What You Pay For – Stanford GSB.
Sphere: Related Content