Do Lower Prices Lead to More Sales?

Let’s say you’re choosing between three photography courses covering similar topics.

The prices are stacked like this:

• $200
• $250
• $2,000

What’s going through your mind right now?

Curiosity floods your brain. Even if you’re not sure you can afford the $2,000 course, you want to know why it’s so expensive, compared to the other photography courses.

If we were truly happy with lower prices, we would simply snap up the $200 workshop, right? We wouldn’t so much as take a glance at the rest.

But that’s not how we’re built as human beings.

Many years ago, when …read more