Why is it harder to raise prices when customers know too much—and easier when they don’t?

Описание: 📌 Why is it harder to raise prices when customers know too much—and easier when they don’t?
This video explores emotional pricing in pubs: how unfamiliar names, foreign vibes, and category-level associations make customers accept higher prices, even for similar dishes.

💡 Key Idea
People accept higher prices when they like something but don’t fully understand it.Less information → more emotion → lower price resistance.

🔍 Examples
Jägerschnitzel vs. Pork Cutlet: Same base, but the German name feels more premium.
Korean Fried Chicken Price Backlash: Customers know chicken too well → they judge prices rationally → outrage.
Five Guys in Korea: Brand carries “American authenticity.” No benchmark → emotional hype → high prices accepted.
Omakase Pricing (Japan vs. U.S.): Japanese customers know sushi cost structures; Americans treat it as exotic → emotional premium.

💰 Why This Matters for Pub Owners
Price increases are not greed—they’re part of long-term operational survival.But customers only accept them when emotion outweighs calculation.
📈 Conclusion
When customers don’t fully understand a dish—but have positive associations—they rely on emotion, not logic.That’s why naming matters: choose names that evoke a higher, vaguer, more premium category—not names customers can dissect.

⚠️ Limitations
Best for small pubs & specialty shops
Fast-moving venues need clear, simple names
Fine dining works in the opposite direction (explanations add value)

👉 Original article: https://saltnfire.net/2025/04/19/pub-...