Priceless: The Myth of Fair Value (and How to Take Advantage of It)

Many people like myself who teach marketing start the course by saying, ‘We’re not about manipulating consumers, we’re about discovering needs and meeting them,’ ” said Eric Johnson of Columbia University. “And then, if you’re in the field awhile, you realize, yes, we can manipulate consumers.

We choose between descriptions of options, rather than between the options themselves.

One of the things that price consultants have learned is that what consumers say and what they do are not the same thing.