The Psychology of Buying Behaviors: Why Ancillary Products Work

Focusing on the airline industry, this eBook explains why ancillary products-like baggage fees, seat upgrades, and inflight add-ons-are so effective. It explores the psychological levers that influence consumer behavior, including scarcity, urgency, gamification, loss aversion, and anchoring. The book introduces a structured pricing framework that aligns cost, customer value, competitive benchmarks, and strategic positioning, helping businesses refine their ancillary pricing strategies. With real-world airline examples, it shows how Online Travel Agencies (OTAs) play a dual role as partners and competitors in ancillary sales. This resource is ideal for pricing teams, marketers, and revenue strategists looking to enhance ancillary uptake, optimize revenue, and improve customer satisfaction using evidence-based behavioral economics.