Brainfluence

Sales-killing choices are those that appear very similar and offer the consumer no shortcuts in making a decision.

From a practical standpoint, this means that if you have a solid product at the top of your line, you can actually increase its sales by adding an even higher-priced product above it in the lineup.

counterintuitive as it seems, the presence of some small cans would likely boost sales of the larger promotional cans, perhaps even taking market share away from competing products that came in the larger size to begin with.

People may not be fooled by the more precise price, but they may attribute a higher value to the product itself.

that price is an important part of the experience for a premium product or luxury brand.

There are many reasons why marketers start with a high price initially. One big one is to work the demand curve, that is, to demand a high price from the portion of the market willing to pay that much before dropping the price to reach a larger number of customers. A key benefit of this strategy for new products, though, is that a high anchor price is established in the minds of customers, making each subsequent reduction a bigger bargain.

If a higher anchor price can be established, then offers involving lower prices will be attractive to consumers.

For campaigns focused on giving and thinking about others, such as gifts, nonprofit appeals, and so forth, advertisers may want to be a bit cautious and should likely avoid introducing financial imagery.

Filling viewers with feelings of warmth and a desire to please someone else, and then reminding them about money, could be self-defeating.

Vohs concludes that even subtle money cues change the frame of mind people are in: they don’t want to depend on others, nor do they want others to depend on them.