How to get tightwad customers to spend more

Psychology has a lot to do with why certain customers do — or don’t — decide to buy your product. Some people are naturally frugal; it hurts them to spend money. But you can take some of the pain out of their decision with just the way you phrase the offering. In one experiment, the tightwads were three and a half times more likely to make the purchase when the vendor inserted the word “small” into its description of the $5 overnight shipping fee.