When customers have to pay the bill themselves, they are likely to be more price sensitive. A. True
B. False

A. True

Explanation:

Price sensitivity can be defined as a measure of the degree to which the selling price of a product affects the purchasing behavior of a customer.

This ultimately implies that, a price sensitive customer is impacted negatively by the price of a product and as such would be stuck between making the decision of whether to buy or not buy the product.

Hence, when customers have to pay the bill themselves, they are likely to be more price sensitive because they are solely responsible for the payment. Therefore, it's an innate nature of human to be less sensitive to the price of goods and services when it's another person paying for them or say when sharing the cost.