Landlords and similar businesses who lease property must cover costs. Management, overhead, etc.
To cover these costs during the lease, they have two choices:
- Collect small fees during the middle.
- Collect large fees in the beginning and in the end.
Given what we know about the serial position effect, why would landlords and similar businesses choose choice 2?
Surely, choice 1 (spreading small fees across the middle instead of a giant fee for “move-in” and “move-out”) would be better for the long-term relationship between the customer and the brand.
At the very least, have some respect for the recency effect; don’t charge big fees in the end.
Otherwise, your tenants, who in today’s world determine your reputation online, won’t have respect for you.