What is increased to increase revenue that people generally don't like

Prices

Explanation:

There are several ways to raise revenue from sales and one of them is to increase prices. With a higher price, more money will be paid per goods and if the cost is still the same, the increase in price becomes extra profit.

Increased prices however reduce the amount of money that consumers have after purchases so they do not like it when prices are increased. It reduces the amount of goods they can buy especially if their wages do not go up as well because they will have to spend more per good.

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