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For years, “Bags Fly Free” wasn’t just a slogan; it was a pillar of the airline’s identity and a differentiator in a fee-heavy industry. From a consumer psychology standpoint, this wasn’t just a price hike—it was a breach of trust. And if you’re leading conferences, trade shows or learning programs, the lesson is clear: fees aren’t just math—they’re emotional. Here’s how the psychology behind Southwest’s stumble maps directly onto your event pricing strategy. 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