Customers love to think that they've "beat" a merchant. They will then have a lot more positive feelings about the transaction, plus they'll often go round tell

Customers love to think that they've "beat" a merchant. They will then have a lot more positive feelings about the transaction, plus they'll often go round telling everyone about the "secret" they've discovered. I've used this to my client's advantage by seeding coupon sites with special coupons. They don't get much of a better deal than anyone who sees other promotions on the site, but you can trick them into spending more money with minimums.