thats just another way of "price anchoring". When you go to the department store, and that $40 shirt is 'on-sale' for $15, they never expect to get $40 for it.

thats just another way of "price anchoring". When you go to the department store, and that $40 shirt is 'on-sale' for $15, they never expect to get $40 for it. (in fact, many never actually sell that at that price) but it does make you suddenly look at it as a $40 shirt, that your saving money on, instead of comparing it to other $15 shirts.