The tendency to reinforce a purchase decision as positive once the purchase has been made.
People tend to rate wine better if they are told it’s expensive.
Understanding that a client will appreciate their purchase decision once they actually move forward can create an effort to steamroll the decision or move forward too swiftly.
Free to try services or sample products can influence a decision to move forward by creating the stepping stone of post purchase rationalization. Once your brand has a foot in the door, emphasizing benefits becomes easier.