If you haven't read "Predictably Irrational," you should go out now and find it. In the book, it states that people have "price imprinting." That the first pri

If you haven't read "Predictably Irrational," you should go out now and find it. In the book, it states that people have "price imprinting." That the first price someone hears about a product will have dramatic impact on how he will perceive future prices. For example, the Apple iPhone. It came out at $599 and when people heard it dropped to $399 then $199, they think it is a great deal, because they are comparing against the high price they first heard.