20% of consumers willing to pay more for Apple headphones
In a research survey, 20% consumers were willing to spend $10 more for a pair of Apple headphones when the item was labeled as an Equal Opportunity employer as compared to the identical set of headphones, without the certification.
Demographic Information for participants:
- Female and Male
- Live in US or UK
- Earn > $90,000
Here is a snapshot of the images shown:
Why participants made the choice they did.
Clinical Study coordinator
"Because B is an equal opportunity employer. And with a price this high, 10$ is not that much of a difference for me."
"I made my choice as I don't mind paying slightly more to support a company who is an equal opportunity employer. This is important to me."