Rachel Wolfe
speaker
900 appearances
20 recordings
1 series
first heard Mar 2022
last heard May 2024
Rachel Wolfe’s voice in public audio — every appearance, attributed to the second.
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Appearances
They shop based on the price of the product.
Then the fees come later.
There's a pocketbook component and there's a feeling ripped off component.
It's two-sided.
People are more willing to pay it because they don't know when they go to pay it what the price is going to be.
And once they've started the transaction, even if they haven't fully paid for something yet, say you're checking out for concert tickets, you've made plans, you've texted friends about it.
And then when you go to check out and you learn that the ticket isn't actually $100 like it was advertised, it's $140 with fees, you're probably still going to buy it because you've already gone through all that activation energy.
Right.
Exactly.
Business owners say that their costs have gone up, and this is a way to be more transparent about where the extra money is going.
They say for things like credit card fees that actually it's an opportunity for the people who want to avoid it, people who want to pay cash.
It's a discount.
It's not a credit card fee.
It's a cash discount.
People don't feel it that way.
People don't.
Don't companies understand that having to pay fees can infuriate consumers?
I think that they are starting to see the consequences, but we haven't experienced a shift yet.
And perhaps so far they've decided that the payoff is worth it.
So even though these fees really anger people, some businesses have decided that it's worth potentially alienating some consumers to make more money.
Showing 21–40 of 900 · page 2 of 45
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