Priceless : The Myth of Fair Value (and How to Take Advantage of it)
William Poundstone
People used to download music for free, then Steve Jobs convinced them to pay. How? By charging 99 cents. Prada and other luxury stores stock a few obscenely expensive items - just to make the rest of their inventory seem like a bargain. Why do text messages cost money, while e-mails are free? Why do jars of peanut butter keep getting smaller in order to keep the price the 'same'? The answer...
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