Interesting. Although I hate the little games marketers play to obfuscate prices (prices like $19.95 rather than $20, say), I hate them for their visual and cognitive clutter rather than their effectiveness at making people spend. To simply put "20" on a menu is both graceful and tasteful - it communicates the cost without the unnecessary vulgarity of the dollar sign. Can't complain about that.
Maybe people spend more because it makes them feel respected? I think there's something going on where the lack of dollar signs says "money means nothing to you" and the customers respond accordingly.
I really wonder if I'm making a big mistake being open about my pricing on sample menus. It does seem people shy away from spending when they are made aware of it.
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Date: 2009-06-11 01:56 pm (UTC)Maybe people spend more because it makes them feel respected? I think there's something going on where the lack of dollar signs says "money means nothing to you" and the customers respond accordingly.
I really wonder if I'm making a big mistake being open about my pricing on sample menus. It does seem people shy away from spending when they are made aware of it.
(BTW - $46 for rack of lamb? Ouch.)