|
|
Priceless:
Upper-middle-class consumers are angry because they can’t afford the gear featured in the store and worn by celebrities. The knee-jerk reaction is to get happy by buying something else.
|
156 |
|
|
Priceless:
A handful of near-unattainable items can manipulate the great mass of consumers.
|
158 |
|
|
Priceless:
A diner who orders based on price is not a profitable diner.
|
162 |
|
|
Priceless:
Sometimes consumers deprive themselves of things they want and can afford because of an inner voice telling them it’s a rip-off.
|
168 |
|
|
Priceless:
One of the most powerful tools of psychological pricing is the flat-rate bias. Consumers like flat rates, even when they cost more.
|
174 |
|
|
Priceless:
Every product that offers a rebate has to be more expensive because of it. This need not dampen sales.
|
178 |
|
|
Priceless:
About 40 percent of all rebates are believed to go uncollected.
|
178 |
|
|
Priceless:
You can’t regret spending your money on something free because you didn’t spend any money. By overvaluing certainty, we overvalue anything that’s free.
|
193 |
|
|
Priceless:
To use anchoring successfully, a seller must set a high price and not expect to get it.
|
204 |
|
|
Priceless:
The first figure named in a negotiation silently shifts the other side’s expectations of what it will have to pay or accept.
|
207 |
