Use the value-comparison card for a student repair service. Competitor price is $10 with no appointment window. The class price is $14 with a 10-minute window and checklist. Text exhibit: side-by-side service comparison card titled 'Repair Service Options'. Left: 'Competitor: $10, no appointment window, no checklist shown'. Right: 'Class service: $14, 10-minute window, checklist included'. Neutral formatting with no winner label. Which prediction best explains demand?