Price Drives the Perception of Value
Stephen Shapiro
NOVEMBER 1, 2018
The plan was to send the client a blank invoice after I gave a speech, and they would pay “what they thought it was worth.” ” In fact, with 90 percent of my speeches, the client asked me for my standard fee and just paid that. The same wine, when given a higher price tag, tasted better. What did they find?
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