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 products, lead with story: materials, craft, guarantees, comparisons. Reveal price only AFTER buyers see value: on scroll, or at the end of a product video.

In retail, let touch and context build desire BEFORE they spot the tag.

For entry-level or discount-driven goods, do the opposite: show price early (hero area or grid card), then defend it with proof including reviews, specs, and testimonials.

And be honest (including with yourself) about which camp you’re perceived to be in.

Here is how to know:

If buyers still have to be told why your product costs more, you’re not premium yet.

If they expect it to cost more, you ARE premium.

And that’s when delay pays.

Want to make your product irresistible? That’s what we do as product marketing consultants at Graphos Product, helping innovators turn need-driven ideas into market-ready successes.