use price and nonmonetary costs to manage demand. one of the most direct ways to balance supply and demand is the use of pricing. Nonmonetary costs, too, may have a similar effect. For instance, if customers learn they are likely to face increased time and effort costs during peak periods, those who dislike spending time waiting in crowded and unpleasant conditions will try to come during less busy times. Similarly, the lure of cheaper prices and an expectation of no waiting may encourage at least some people to change the timing of their behavior, whether it is for shopping, travel, or sending equipment for repair.