✅ Psychology
Price it per day when the daily number is tiny
Gourville found people agreed more readily to an identical cost when it was quoted per day rather than per year, because a small daily figure gets mentally filed next to snacks and bus fares, not next to real spending. The trick only holds while the daily number stays trivial. Once the per-day amount is large on its own, it can make things worse, so check the maths before you reframe.