When a Price Increase Isn’t Really About Price: Understanding the Psychology Behind a 90 Day Plan

One of the ideas that stood out from Charles Duhigg’s chapter How Companies Learn Your Secrets is how much consumer behavior can be understood through patterns rather than what people explicitly say. Companies that analyze purchasing behavior closely often uncover motivations that customers themselves do not clearly articulate.

This becomes particularly relevant when customers react to pricing changes.

In telecommunications, customers often say a plan is expensive when the price increases. The immediate reaction is that the company has raised prices and the product is now worse value. However, when we look more closely at behavior, some products are not designed for the general market. They are designed for specific usage patterns.

ENet’s 90 day mobile plan is a good example.Some customers compare it either directly with a standard monthly plan or that the 90 day plan has increased from $6000 to $9000. They are outraged in both cases albeit  the new and improved 90 day plan not only now offers voice calls vs data only but also 150 GB ( an increase from 90 GB). That price. comparison misses both the new perks and purpose of the product . The plan is structured around convenience and reduced management rather than the lowest possible monthly cost.

Young professionals tick these boxes and qualify as a segment. They manage demanding work schedules, travel frequently, and rely heavily on mobile connectivity. “Simply” remembering to recharge every month is yet another task to remember amongst many others. Choosing 90 day plan reduces the unnecessary need to decide. Instead of managing connectivity twelve times a year, our “young professional” segment makes the decision four times.

Another segment is parents purchasing plans for their children. In many households, parents manage the phone service for teenagers or students. A monthly plan means repeat reminders, service interruptions, or requests for credit upon plan expiration. The 90 day plan offers predictability and a student’s phone remains active for the school term without a parent’s constant intervention,

From a buyer psychology perspective, this 90 day plan is addressing a behavioral need rather than a price point. The need is consistency and reduced effort.

Duhigg’s example shows how companies can identify life patterns through small signals in consumer behavior. In a similar way, telecom products can be structured around real usage patterns. When those patterns are understood, products can be designed for specific situations rather than attempting to satisfy every customer.

The challenge then becomes communication. If a 90 day plan is framed only as a price comparison with a monthly plan, customers will focus on cost. But if it is presented as a convenience option for people who prefer fewer recharges and more predictable service, the value becomes clearer for the segments it is meant to serve.