Excerpts and ideas:
- p 5 – “coherent arbitrariness” – “consumers don’t really know what anything should cost … it is above all a theory of relativity. Buyers are mainly sensitive to relative differences, not absolute prices.”
- anchoring matters, even if a random anchor number is truly meaningless and a subject knows it is, it has an impact on responses.
- p 14 – (Broadway and Las Vegas) “cheap seats don’t sell … people think there is something wrong with them.” (“you get what you pay for”)
- p 29+ – Can subjective experiences be compared?
- OUT OF TIME. I was on pp 74 and the book has to be returned to the library. See also pp 40, 44 and 58.
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