what factors would you consider before paying more for a product or service?

What factors would you consider before paying more for a good or service at a physical or online mall?

A-Awoof

B-Buga

C-Ghenghen Effect..

D-Awoof +ghenghen

E-Awoof+Buga+ Ghenghen effect.

where Awoof means pricing
Buga means an Enviable Brand
Ghenghen Effect means User experience.