Minor comment, but I'm pretty sure in Ariely's experiment he dropped both prices by 1 cent (i.e. the Lindt became 14 cents), hence the drop was identical, but t

Minor comment, but I'm pretty sure in Ariely's experiment he dropped both prices by 1 cent (i.e. the Lindt became 14 cents), hence the drop was identical, but this completely shifted the purchasing decisions.