when the expense is shared consumers have less price sensitivity people attending the same conference may share one hotel room making them less sensitive to the hotel room rate 
price sensitivity varies from person to person and good or service with some items deemed worthy of costing a premium and others not consumers also have less price sensitivity when a product or service is used along with something they already own for instance once members pay to join an association they are typically less sensitive to paying for other association services consumers also have less price sensitivity when the product or service is viewed as prestigious exclusive or possessing high quality for example an association may have a premium feature of its membership delivered through its programs and services making members less price sensitive to changes in dues business pricing strategiesthere are a number of different factors that businesses use to come up with pricing strategies these factors will separate consumers based on their sensitivity to prices businesses may use marketing and advertising techniques to get consumers to shift their focus from price to other factors such as product offerings benefits and other values this is common in the travel tourism and hospitality industries airlines will generally charge more for certain flights especially on weekends or for different classes of flights many business travelers are less sensitive to price changes 