The customer has a continual sense of "I am being cheated." He has this little voice somewhere. He has this subtle feeling: "I am getting swindled." It is just there as a part of the person's psychology. He has a hunch.
Now comes the counteractive force. it is counteracted by 10% off, 50% off, special discounts for YOU, etc.
That sounds pretty simplistic and crass, so why does it work?
(see tomorrow's post)