[lotsofpulp]

It is proven that a very large portion of the population gets a thrill or some type of desirable chemical reaction in their brain when they purchase something for a “reduced” price. People like to feel that they’re special and got something that maybe someone else didn’t, or that “they” beat the system.

Most obvious recent example is to search online for JC Penney’s pricing strategy fail, where a prominent Apple executive had the same exact thought you did, and completely alienated the JC Penney shoppers who actually like seeing a price tag say $100 and then get surprised with various discounts at the cash register and see it be $20.