In 2009, The Economist magazine ran an online pricing page with three options:
* Option A: Web – $59 for a one-year subscription to economist.com, online access only.
* Option B: Print – $125 for a one-year subscription to the print edition of The Economist.
* Option C: Web & Print – $125 for both a one-year subscription to the print edition and online access to economist.com.
Dan Ariely, a professor of behavioral economics, ran a study that showed that 16% chose Option A, 0% chose Option