The NYTimes Paywall case discussed the paywall that the company instated in 2011. This change involved consumers having to pay different amounts to gain access the Times content online versus in print. Consider Table B in the case. The pricing strategy used employed which concept from consumer psychology that we learned in class?

A. Price endings

B. Decoy effect

C. Mental accounting

D. Sunk cost

E. Framing effect

Table B Pricing of Digital and Print Editions of The New York Times, 2011 (per week) Note: Print home delivery prices are approximate and depend on location. Source: Company website