Latest / The Pricing Marketing Podcast with Fexingo: Price Anchoring, Bundling, and Conversion Pricing
How a Price Match Guarantee Changes What We Pay
Lucas and Luna dive into the psychology behind price match guarantees—why retailers offer them, and how they actually reinforce higher prices rather than lower them. Using real-world examples from Best Buy and Target, they explain the 'price match paradox': policies designed to assure customers they're getting the best deal often discourage comparison shopping altogether. Lucas shares a 2019 study from the Journal of Marketing showing that price match guarantees lead consumers to pay 5 to 8 percent more on average. Luna pushes back with her own anecdote about a furniture store…
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