Figure Figure 1 Go-to-market & pricing 7 August 2026

The story that retained was not the licensed one

Share of customers gone within eight months of a price-increase notification, by the justification attached to it.

Reference & Evidence

Source: Damavandi (2024), Figure 3: mean eight-month attrition by announcement arm; dissertation version (n=1,655) of a study in press at the Journal of Marketing (which reports n=1,626). One Canadian self-storage provider, monthly consumer subscriptions with a small business segment; increases of 5% and 15% pooled per arm. Directional evidence from one setting; not a portable rate.

Each line is a claim from the register this journal publishes against, resolved from the register at build time.

A Field experiment (dissertation version): an increase raised 8-month exit risk 47.7%; market justification cut exit risk 44.8%; cost and quality null campaign (dissertation archived, Scholaris 20.500.14721/37592) · DAK26-C1
A Per-arm 8-month attrition: 0.33 none / 0.37 market / 0.45 cost / 0.46 quality / 0.48 no story (diss. Fig. 3) campaign (dissertation archived, Scholaris 20.500.14721/37592) · DAK26-C2

Grades: A, verified against the printed page of the primary source · B, primary source, text layer only · C, authoritative secondary · D, reported.

From the essay

The price increase is judged before it is paid.

The fairness rules license the cost-justified raise; the one exit test crowned another story. What is measured, what splits, what your contract says.

This exhibit belongs to an essay: the numbers live here, the argument lives there.

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APA 7

Isoglu, S. (2026). The story that retained was not the licensed one [Figure]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-the-price-increase-is-judged-before-it-is-paid-fig01/

BibTeX

@misc{isoglu-2026-the-price-increase-is-judged-before-it-is-paid-fig01,
  author = {Isoglu, Sinan},
  title = {{The story that retained was not the licensed one}},
  year = {2026},
  howpublished = {Figure 1, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-the-price-increase-is-judged-before-it-is-paid-fig01/},
  note = {From the essay {The price increase is judged before it is paid.}}
}

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