Which statement about the pricing studies is true?

• A. Participants tended to choose prices closest to the actual cost when prompted to consider their value.
• B. Participants tended to choose random prices.
• C. Prices were not influenced by messaging.
• D. The second study did not involve university students.

Answer: (A)

When people are asked to consider their value, they use a concrete reference point to judge what price makes sense. The actual cost serves as a tangible benchmark, so it makes sense that their suggested prices cluster near that cost rather than wandering randomly. This shows how framing a question in terms of value nudges judgments toward a grounded reference rather than drifting without guidance. The idea that prices would be random is unlikely because a clear prompt to think about value provides structure for the response. Similarly, framing often influences perception, so a claim that messaging has no effect doesn’t align with how people typically process value and cost information.