$125.00 can and did outsell $59.00 In his best-selling book Predictably Irrational, psychologist, researcher and lecturer at Duke University Dan Ariely, details a study in which he worked with The Economist Magazine to offer three subscription models to 100 MIT students and tracked purchase behaviour. The results were as follows Online only – $59.00 – […]

$125.00 can and did outsell $59.00 In his best-selling book Predictably Irrational, psychologist, researcher and lecturer at Duke University Dan Ariely, details a study in which he worked with The Economist Magazine to offer three subscription models to 100 MIT students and tracked purchase behaviour. The results were as follows Online only – $59.00 – 16% subscriptions Print only – $125.00 Online and Print – $125.00 – 84% subscriptions No one selected the print only option.In a second study with another 100 hundred students, only the two ‘preferred’ options were offered delivering results as follows: Online only – $59.00 – 68% subscriptions Online and Print – $125.00 – 32% subscriptions These findings suggest that offering the three options drove purchasers in the direction of the ‘online and print option’ so much so that when to ‘print only’ option was removed, the results favoured the online only option.The ‘print only’ had…