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    Price Psychology Entry #0363

    Why a discount you did not ask for lowers value

    An unrequested reduction answers a question the buyer had not asked: what the seller can still accept. The old price stops being a fact about the product.

    Novice
    The hidden part #0363

    A volunteered discount does not describe a better deal. It describes how much room the first price contained.

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    Brand Language Entry #0490

    Why a category name decides the competitors

    A product is compared with whatever its category contains. Choosing the category name therefore chooses the comparison set, and the comparison set decides the price.

    Master
    The hidden part #0490

    A category name is not a description of a product. It is the list of things the buyer will compare it against.

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