Consumers love a deal. For many of us, a reflexive trigger to purchase is the emotional rush of scoring a big discount. Notice how virtually everyone who buys an engagement ring somehow gets a deal through a “friend of a friend” or a common refrain amongst car salespeople is “I’m not making much off this deal?” Call me a cynic, but my hunch is the sellers did just fine on these transactions.
Stop Being Fooled by List Prices
We love feeling like we’re getting a deal… even when we’re not actually getting one.
October 17, 2013
New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.
Learn More & See All Courses
New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.