Also increasing conversion rates via the sunk-cost fallacy. If I see up front that the air conditioner I'm ordering costs $30 to ship, I'll check another site.

Also increasing conversion rates via the sunk-cost fallacy. If I see up front that the air conditioner I'm ordering costs $30 to ship, I'll check another site. But if I already decided on this one and I just did all the work to go find my credit card, enter my billing info - maybe I'll just say "ehhh. Fine." and purchase it anyways.