Tinder is launching Tinder Select, which costs up to US$499 per month.
👉 Background: Tinder is the matchmaking app that revolutionised online dating for millennials and Gen Z. It first launched its premium subscription version, Tinder Plus, in March 2015. And since then, Tinder created other tiers like Tinder Gold, and Tinder Platinum.
👉 What happened: Now, Tinder is going real upmarket now - it's launching Tinder Select, which costs up to US$499 per month. This subscription will allow users to direct message people without matching, and will give these users more exposure to more potential love interests.
👉 What else: Tinder says this feature will only be available to an exclusive 1% of its users who are selected based on a strict set of criteria.
💡In the realm of consumer psychology, the price tag isn't just a number; it's a statement. By creating a perception of exclusivity and higher quality, it can justify the higher price tag.
💡For a certain demographic, this exclusivity can create a psychological pull to purchase.. especially when it relates to finding your soulmate.
💡And this is something many luxury brands do. Think: Hermes, Gucci, Louis Vuitton and Rolex. Elevated pricing helps brands remain exclusive.
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