A yoga studio has gained a loyal following and thinks they’ll be able to raise class prices in order to increase their profits. Which of these approaches would most likely cause customers to have a negative psychological reaction to the price increases?


Customers tend to become very angry if they perceive there is no valid justification for the price increase, such as rising costs, so the studio needs to address the psychological reactions and perceptions customers are likely to have. The studio should find ways to minimize the payment pain and increase satisfaction with the consumption experience.

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