Don’t Pair A Big Present With A Little One

In one experiment, participants imagine purchasing the iPod, the free song download cheapened their perception of the device — those presented with the sans-song package said they were willing to pay $242 on average, whereas those who were shown the one with the free download said they’d pay about $176. Impressive items appear more impressive when they’re standing on their own.

“KimberlLisa Cavannaugh, assistant professor of marketing at University of Southern California’s Marshall School of Business

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