We’re all feeling the pinch these days when we fill up our shopping baskets.

The check-out prices can make you do a double take. Maybe you’ve attributed this to inflation or getting sucked into buying name brands.

But did you know about the marketing practice that convinces us to spend even more than we’d planned? It’s a so-called “dark strategy” known as “drip pricing”. And it’s everywhere.

Today, explainer reporter Angus Holland on the psychological tools many companies now use to make us pay more.

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