sticker shock: meaning, definition, pronunciation and examples
C1Informal, journalistic, business
Quick answer
What does “sticker shock” mean?
The feeling of surprise or dismay experienced upon discovering the high price of something, especially when it is much higher than expected.
Audio
Pronunciation
Definition
Meaning and Definition
The feeling of surprise or dismay experienced upon discovering the high price of something, especially when it is much higher than expected.
A psychological reaction to unexpectedly high costs, often associated with major purchases like cars, houses, or electronics, but can apply to any consumer good or service. It describes the moment of cognitive dissonance between a preconceived price expectation and reality.
Dialectal Variation
British vs American Usage
Differences
The term originated in and is predominantly used in American English. It is understood in British English but less frequently used; British speakers might use more descriptive phrases.
Connotations
In both varieties, it carries a negative connotation of unpleasant surprise. In American contexts, it's a well-established consumerism term. In British contexts, it may sound like an Americanism.
Frequency
High frequency in American English, especially in consumer reporting and automotive contexts. Low to medium frequency in British English.
Grammar
How to Use “sticker shock” in a Sentence
[Subject] experienced sticker shock at [price/object].[Price/object] gave [recipient] sticker shock.to get/have sticker shock from [source].Vocabulary
Collocations
Examples
Examples of “sticker shock” in a Sentence
verb
British English
- The final quote for the renovation rather sticker-shocked them.
- I must admit, I was a bit sticker-shocked by the menu.
American English
- The hospital bill totally sticker-shocked us.
- Don't be sticker-shocked when you see the new model's price.
adjective
British English
- It was a sticker-shock moment for the committee reviewing the budget.
- He had a sticker-shock expression when the waiter brought the bill.
American English
- The sticker-shock effect is real in the current housing market.
- We're trying to avoid any sticker-shock reactions from our clients.
Usage
Meaning in Context
Business
Used in marketing, sales, and pricing strategy discussions to describe customer reactions to new price points.
Academic
Rarely used in formal academic writing; may appear in economics, consumer behavior, or sociological studies on spending.
Everyday
Common in conversations about shopping, big-ticket items, holidays, or dining out.
Technical
Not a technical term. Might be used informally in project management or procurement when discussing budget overruns.
Watch out
Common Mistakes When Using “sticker shock”
- Using it as a verb (e.g., 'I was sticker shocked'). Correct: 'I had sticker shock' or 'I experienced sticker shock'.
- Confusing it with 'sticker price' (the listed price). 'Sticker shock' is the reaction to the 'sticker price'.
- Using it for minor, expected price differences. It implies a significant, unexpected gap.
FAQ
Frequently Asked Questions
No, it is primarily an informal, journalistic, or business colloquialism. It is not used in legal or highly formal academic documents.
Yes, absolutely. It is commonly used for the cost of services like healthcare, tuition, legal fees, or home repairs.
'Sticker price' is the manufacturer's suggested retail price (MSRP) listed on the tag. 'Sticker shock' is the emotional reaction to seeing that price, especially if it's high.
No, by definition it refers to a negative surprise. A positive surprise at a low price would be described as finding a 'bargain', 'steal', or 'pleasant surprise'.
The feeling of surprise or dismay experienced upon discovering the high price of something, especially when it is much higher than expected.
Sticker shock: in British English it is pronounced /ˈstɪkə ʃɒk/, and in American English it is pronounced /ˈstɪkər ʃɑːk/. Tap the audio buttons above to hear it.
Phrases
Idioms & Phrases
- “The price tag made my eyes water.”
- “It cost an arm and a leg.”
- “It was a wallet-buster.”
Learning
Memory Aids
Mnemonic
Imagine peeling the price STICKER off a new car and getting an electric SHOCK from the high number printed on it.
Conceptual Metaphor
PRICE IS A PHYSICAL FORCE (that can shock/stagger). KNOWLEDGE/REALITY IS LIGHT (seeing the sticker reveals the truth).
Practice
Quiz
In which context is 'sticker shock' LEAST likely to be used?