␡
- Which Cookies Taste Best?
- Only Two Left in Your Size!
- Offer Ends at the End of the Month
- Only a Select Few Know This
- If It Costs a Lot, It Must be Good
- Sorry, You Can't Have It
This chapter is from the book
If It Costs a Lot, It Must be Good
A CONCEPT SIMILAR to scarcity is the idea that things that are more expensive (and therefore harder to get—scarce) are of higher quality. We unconsciously tend to want what is expensive. We unconsciously equate expensive to “better.”