People would rather pay $1.95 for something rather than $1.43?! That's weird.
I remember when the .99 trend started in stores. All the prices suddenly went from whole numbers to .99 at the end and we would go crazy for it. Somehow that 1 cent discount made so much of a difference for us. I guess this is a choice modelling strategy as well and it seems to have worked really well.
We are studying 'willingness to pay' definition and 'willingness to accept' definition right now in Economy class. Willingness to accept is like the opposite of willingness to pay. It measures how little money people are willing to be paid to give up a good or service.
Even though I never heard of these terms before, it seems very familiar to me. I do a lot of selling and shopping on online auction sites and I think people express their willingness to pay and receive there all the time. The final bids people make for an item is their willingness to pay and the buy now price the seller lists is his or her willingness to receive.