“Numbers have life; they’re not just symbols on paper.” – Shakuntala Devi

Every price conveys information. Not just about how much something costs, prices convey useful information that shoppers use to make inferences. On this blog, I have written before about how prices can signal an item’s quality. Just because something has a high price, many shoppers will believe(link is external) that it will be of high quality.

Prices have symbolic visual value  … (to read more)

Utpal M. Dholakia ©2018