If buyers expect your product to be expensive, making them wait for the price can make them want it more. New research in the Journal of Consumer Research shows that when shoppers anticipate a premium product, delaying price disclosure boosts sales. The wait nudges their internal reference price upward, so the final number feels more justified. But if buyers expect “cheap,” hiding your price backfires. They assume it must be too high, and bounce. So how do YOU use this? For premium or novel...