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Many marketers have two posted prices - the regular one, which applies to credit card purchases, and a cash discount price, applying only to cash
Many marketers have two posted prices the "regular" one, which applies to credit card purchases, and a "cash discount"
price, applying only to cash purchases, and the customer feels OK about the pricing. By contrast, if the cash price were
perceived as the "regular" default price, and there were "credit surcharge", a customer may feel being exploited by the
marketer for forgetting to withdraw cash.
representativeness heuristic
framing effect
availability heuristic
postpurchase dissonance
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