Is $75 reasonable for an Armani T-shirt?
Compared to the $150 T-shirt and the $400 pair of jeans, maybe it's not so bad?
You see, we're clueless when it comes to price.
We make impulse purchases when things are good, "treat ourselves" when things are bad, and generally speaking our frame of reference only exists within the confines of the purchasing environment using the signals the retailer gives us to make our buying decision.
Don't believe me? Look around you. Now that the tags are off, do you remember how much you spent on the stuff in your environment? Probably not, right?
It's far more likely that, at best, you remember that something was a "good deal" or that you "got ripped off" and that's about it.
That's what today's article is all about. How to guide your visitors into getting a sense of what is "good" and "bad" not through quality, but through price, and how simply tweaking the numbers can change their perception of your entire shopping experience.