GPS Marketers was hired to market a concert in a nearby city for a famous singer who was adored by teenage girls. Tickets were expensive, especially so for younger fans, but the event still sold out within two hours. When helping set the prices of the tickets in this particular market, GPS understood that fans would pay whatever they needed to in order to attend the concert. Why would fans be willing to pay so much for tickets? Fans were willing to pay higher prices because they saw how much tickets for other musicians' shows cost and knew they were getting a good deal. The cost of the tickets was irrelevant to the fans because they were told exactly how much it cost for the city and the venue to host the show. For the fans, there was no substitute for seeing and hearing their favorite singer, and they were insensitive to the price being charged. Paying a higher price for the concert did not matter to the fans because they understood that things were expensive and the musician needed to make a living