>This is also a case where consumers say they want one thing, but their behavior is a different matter. For example, pretty much everyone says they prefer the full price to be shown up front in search result pages. But, as someone who is privy to a ton of A/B testing in this area, the opposite nearly always results in higher conversion, where there is a lower up-front price and fees are only tacked on during checkout.
This seems to be very misguided logic to me. I can also trick people with fraud but that doesn't mean the victims are indifferent to the fraud. It being effective doesn't mean people like it. Consumers can still hate this hidden fee approach even, and perhaps especially, because it is effective.
This seems to be very misguided logic to me. I can also trick people with fraud but that doesn't mean the victims are indifferent to the fraud. It being effective doesn't mean people like it. Consumers can still hate this hidden fee approach even, and perhaps especially, because it is effective.