The entrepreneurs are not afraid of losing many customers, given the positive reactions. We instinctively find it easier to pay extra for an experience, such as in a restaurant, explains consumer psychologist Maud Ebbekink. “Can you avoid it as a consumer? That is the main difference.” And that is more difficult with a loaf of bread than in a restaurant, says Ebbekink.
These Utrecht entrepreneurs are forced to submit energy bills to customers: ‘Customers understand’
