Product features that hit consumers’ pain points may lead to reduced willingness to pay

The pain point is a specific form of consumer demand and concept that has been widely used in marketing business strategies recent years. Pain points arise when consumers have put enough effort to achieve their goals but little effect. In this paper, the pain-feature matching effect proposed by combining past research on consumers’ attitudes with targeting features. It predicted willingness pay may decrease significantly product feature matches high degree. This hypothesis was tested through questionnaire experiment: assigning products different scenarios features, conclusion judged based feedback data from participants. results show decreases there matching. finding adds theory effectiveness provides guidance retailers how effectively promote features activities.