the art of pricing

Product framing often takes advantage of the brain’s tendencies to take shortcuts when estimating value Example: A steakhouse offers three steaks of escalating value. The brain will often assume the bottom one is too cheap and the top one is too expensive, ultimately taking the shortcut to the middle option.

If your customers perceive your discount as signaling a lack of confidence in your product's value, they may not want to buy it at any price.