A performing arts center that is a venue for concerts, plays, dance performances, and other events has just made annual season passes available. When customers purchase the annual season passes online, they then have an opportunity to purchase other items such as a designated parking spot and access to a luxury lounge. Why might this strategy be effective?

 
 
 
 
 
 

The performing arts center is offering small add-ons during the purchase of a larger item. By layering add-ons to the initial ticket purchase, they are able to get the customer to mentally integrate those losses.