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The Psychology of the $14,000 Handbag
By ochua1 | December 10, 2007
Some people cut and run when confronted with prices that seem crazy. But many of us experience a sudden emotional-mathematical transformation. We set a new ceiling for a “reasonable” price. Disinclined to go all the way to buy the trophy, we instead settle for a consolation prize. Mr. Schwarz, a jeans-wearing type, walked out of Boyds with a suit that cost merely $800 — the most he’d ever spent on an item of clothing.”If you’re in that world long enough, $800 stops even feeling like a lot of money,” Mr. Schwarz says.
How true it is.
Topics: Commentary |
