International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 8 Issue 4
July-August 2026

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Mental Math Pricing, Transparent Price Framing, and Social Media Amplification

Author(s) Mr. Dipanshu Mehta
Country India
Abstract Pricing is generally viewed as a financial decision. However, behavioural economics suggests that the psychological presentation of price often influences consumer decision-making more strongly than the numerical value itself. This paper presents findings from a 2.5-year field experiment conducted across approximately 500 high-performing dealerships within a nationwide network of more than 1,200 electric vehicle dealerships in India.
The study investigated whether combining (1) mental math pricing, (2) transparent pricing communication, and (3) short-form social media marketing could significantly improve consumer inquiry rates, dealership performance, and overall brand perception without substantially altering the underlying economics of the product.
Instead of advertising the individual scooter price, marketing campaigns highlighted a bundle offer of ₹100,000 for three scooters, followed by disclosure that one scooter remained available at ₹35,000 and two scooters at ₹68,500. Although purchasing three scooters is uncommon for most retail consumers, the bundle created a powerful cognitive reference point that encouraged consumers to mentally divide the amount and perceive greater affordability.
The experiment demonstrated that strategic price framing combined with transparent communication substantially increased customer inquiries, dealership engagement, and brand visibility. Over the study period, participating dealerships became market leaders within their respective cities while the brand expanded to become one of India’s leading low-speed electric vehicle networks.
Keywords Behavioural Economics, Mental Math, Price Framing, Anchoring Effect, Consumer Psychology, Social Media Marketing, Electric Vehicles, Retail Pricing, Transparency, Field Experiment
Published In Volume 8, Issue 4, July-August 2026
Published On 2026-07-18
DOI https://doi.org/10.36948/ijfmr.2026.v08i04.83973
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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