Members Don't Join for Dollar Value

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experience of choosing. (Soon, C., Brass, M., Heinze, H. et al. Unconscious determinants of free decisions in the human brain. Nat Neurosci 11 543â545 (2008) doi:10.1038/nn.2112).
John is a graduate of 10,000 Small Businesses, a certified Customer Acquisition Specialist, and a Zend Certified Engineer.
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benefits program offers potential savings of $c
Our help line is worth $d
"Membership is worth $5,700 and it only costs $300 a year. You'd be crazy not to join up!"
They will immediately discount all that they don't value and put a question mark about worth next to the items they do. "I don't go to the conference so who cares that you're offering a 20% discount for members... and I wouldn't pay $500 to a lobbyist if I weren't a member."
They don't go to the court house and save $15,000 on a wedding, they try and get everyone to fly to Puerto Rico for a destination wedding (thanks Antara.)
The dollar value you put on membership is a tool they can use to rationalize their choice.
Membership Makes Sense! Therapists Get Access to More Than $2,100 Worth Of Representation, Discounts, and Benefits. (Rationalizing).

There has been an idea rolling around the association space that members sign up for economic reasons.
The gist of it is that you need to look at all your
benefits and calculate a market price for each to present as the value of membership in your offer. For Example:
There Are a Couple Serious Errors With This Approach:
First off, people do not value things the same one person to the next.
Secondly, people are not rational. Even if they did believe your calculations and had your same perception of value they still won't buy based on that.
Human beings don't marry the person who "makes sense," they want to fall in love.
People buy because of emotions: pain, desire, fear.
When we talk to each other, we sound like Spock from Star Trek, intelligent and logical.
But inside of us it's, Days of Our Lives, "It was you!!! You murdered my psychic half sister because she divined that you were the owner of the ice cream parlor that fed my allergic yoga instructor rum raisin and put him into a coma... How could you!?"