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“This may be at least in part because the greater the awareness customers retain about the cost of an item, the more likely they are to use it.
If you buy an individual ticket, it is very straightforward how much you paid for it. It is less so if you buy all the tickets together , because you have to do a division, at least, to get the price of each individual ticket. 10 tickets are not good in this context, because it makes the division so easy.
An alternative explanation is provided by ( D) Usually, people who bought tickets to individual plays did so
immediately prior to each performance that they attended.
It is not because of the awareness of the cost, but because of your own availability or forgetfulness.
You buy a ticket right before the play starts, you know you are available, and you are less likely to forget.
If you buy the tickets for the whole season way in advance, you may not be available when a play takes place or you simply forget to show up.
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