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Price is Perception
A study referenced by Scientific American says that people who were given the same wine, in two different glasses, and told that one was more expensive than the other rated the glass they were told was more expensive as better tasting.
This comes back to how price tends to influence perception. Keep this in mind when you're pricing your goods and services. It's generally better to price high and then have a "sale" price or special "member discount" to let the consumer believe they are getting a good bargain on a high quality item. Rather than just pricing the item low.