Source: Mazor, G., Perez, D., & Kronrod, A. (2024). “That’s It!” How Short Exclamations Boost the Effectiveness of Price Communications: Using “Containing Language” to Influence Perceived Price Complexity and Offer Fairness. Journal of Advertising Research, 64(4), 398–415. https://doi.org/10.2501/JAR-2024-025

Happy New Year! As we launch into 2025, it’s a great time to freshen up our strategies and be certain our messaging has a laser focus on what we want to convey. Today, we'll explore a piece of research that uncovers a surprisingly simple way to build trust and improve sales. The study shows the kind of simple magic that can exist when we introduce small exclamations into our price communications! It's from the in December 2024, and in this study, phrases like “That’s it” or “Period” can really make a big difference in reducing the perceived price complexity while increasing a prospective buyer’s sense of fair exchange. Let’s discover how these small linguistic adjustments can have big impacts this new year.

Core Findings:

* The Problem of Price Skepticism: Consumers are often on guard about advertised prices. They just know there are going to be extra costs that are neither explicit nor obvious. Price skepticism negatively affects our sense of "fairness" and also how willing we are to make a purchase.

* Introducing "Containing Language": Short, exclamatory phrases that might be said under your breath, phrases like "That's it" or "Period," can have a very profound effect on consumer price skepticism.

* Reduced Perceived Price Complexity: "Containing language" has been demonstrated to do a good deal to reduce perceptions of price complexity. In the experiments, participants were more likely to believe that the price they saw was the price they would end up paying.

* Increased Perceived Offer Fairness: As perceived price complexity lowered, consumers saw offers as significantly more fair and straightforward. Simpler pricing equals greater trust and, consequently, transparency.

* Boosted Purchase Intentions and Engagement: When using the magic phrases "That's it" or "Period," purchase intentions went up as well as the general level of audience engagement. One field experiment revealed a 17.1% increase in engagement just by the use of the simple phrase "That's it."

* The Mobile Advantage: Interestingly, "containing language" did even better on mobile devices. When cognitive load is higher (like it so often is on a phone screen), simplifying the information consumers are asked to parse really matters, especially when the task is understanding numbers and costs. Researchers saw a statistically significant difference that emphasized this effect on the mobile user.

* Consumers Expect Hidden Costs: Surprisingly, before any intervention took place, nearly 80% of respondents said that they thought that there would be an additional cost or that there was something else they didn't see, something more complex than the advertised price. The use of "containing language," however, took a significant chunk out of the skepticism.

Actionable Takeaways:

* Make Your Pricing Easy to Understand: Consider including short, clear exclamations—like "That's it" or "Period"—after your prices in advertisements and marketing materials.

* Focus on Mobile: Pay extra attention to your pricing statements on the mobile platforms. In these contexts, "containing language" can be especially effective. Users there tend to make fast decisions.

* Test What Works Best: Conduct A/B tests. When you include "containing language" in your materials, you will better understand how this method affects your audience. As an aside, researchers in this particular area of study tend to test a lot of different contexts and situations before reaching conclusions.

* Establish Trust and Transparency: Employing this easy communication technique will build trust with your customer base. It tells your customer, from the very outset, that your company prioritizes fairness.

* Mitigate Price Skepticism: Address the skepticism consumers have about price statements by using statements that indicate completeness and finality.

Real-World Examples:

* Scenario 1 (Before): A mobile phone provider advertises a plan for "$50/month." Consumers might wonder about activation fees, data overage charges, and other potential hidden costs.

* Scenario 1 (After): The same provider advertises "$50/month. That's it." This simple addition signals that there are no additional unexpected costs, potentially increasing consumer confidence.

* Scenario 2 (Before): An online retailer lists a product for "$29.99." Customers might anticipate shipping costs, handling fees, or tax being added at checkout.

* Scenario 2 (After): The retailer lists the product for "$29.99. Period." This can suggest that the displayed price is the final amount they'll pay, simplifying the decision-making process.

* Scenario 3 (Mobile App): A food delivery app lists a meal for "$12." Users on their phones might be hesitant, thinking about delivery fees, service charges, and the tip. Adding "That's it" after the price in the app can provide much-needed clarity.

As we set off into a new year, with all its attendant opportunities for marketing, let's resolve to communicate with as much clarity and transparency as we can. The evidence laid out in this episode shows us, quite powerfully, that even small linguistic shifts can impact how consumers see our brands and our prices. I’m talking here about the simple act of tacking an exclamatory phrase on to the end of any communication where pricing is at stake. Using this small change can have a massive impact on how well customers receive our messages. By choosing to adopt this straightforward tactic, we will, in turn, be choosing to build stronger customer relationships, foster trust, and push our marketing to the next level in 2025. It is, when you get down to it, a relatively straightforward way to make sure that pricing information resonates—and, crucially, that it resonates positively.

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