An estаblished ice creаm brаnd оffers a lоwer price fоr people who come to the store wearing a shirt with the brand logo. An analysis identifies that consumers who persistently do not purchase the ice cream for the regular price do purchase when wearing the logo. Other consumers purchase the product only for the full price (they never wear a shirt with the logo). True/False: The brand is effectively offering a lower price only to consumers who otherwise wouldn't have purchased.