Secret techniques shops or why buyers are hopeless at math

You went to a coffee shop, and there are two simultaneous actions: the first provides an additional 33% of the coffee, the second - 33% discount on a standard cup of coffee. What action is more profitable?
Most likely, you say - they are equally beneficial. And just say very much. But let's see more. Let the coffee is $ 2 per 200 ml ($ 1 per 100 ml). The first action you get 266 ml for $ 2, that is You pay $ 0, 75 per 100 ml. In the second action, you get 200 ml for $ 1, 34, ie, You pay $ 0, 67 per 100 ml. The second action turns profitable!
BUT! For the buyer is much more pleasant to get something extra for the same price than a discount

1. Our perception depends on the price that we saw the first

You went to the store and see a designer bag for $ 1,000. "Stuck bucks for some bag ??" You'll be incredibly outraged. Going further, you see different watches for $ 300. It is expensive! Hours can be cheaper! But it seems that it is quite normal price because you're comparing it with the first seen you.

2. We are afraid of extremes

There have been such a study: on the counter in the shop put 2 kinds of beer. "Premium" for $ 2, 5, and beer, the label marked "great buy" for $ 1, 8. Approximately 80% of buyers chose a more expensive beer. Then put another kind of beer with a price tag of "super-bargain" price of $ 1, 6. Now, 80% of buyers chose a beer for $ 1, 8, and the other - for $ 2, 5. No one has the most cheap beer.

3. We love stories

Put in a shop next to the bread maker for $ 279 bread maker for $ 429. Parameters them should differ very little. Sales of cheaper bread machine to increase seriously, although the road is unlikely someone will buy (perhaps, a couple of people). This is because we do not feel the real value of things, and so it seems that we buy very cheap. And then you can say, "Can you imagine, bought a bread maker for just $ 279! And there was almost the same, but for $ 429! And what fool would buy it! "A good story.

4. We do what we say

The school experiment was conducted. Fruits and salads were offered for the highlighted rack, like candy or other sweets, and this technique is to get kids to eat more salad and fruit. It also applies to adults

5. We commit rash acts under the influence of alcohol, fatigue and other factors

When a person drinks, gets tired or is under stress, it greatly simplifies the internal issues that accompany the package. This can be compared with acquaintances at the bar.

6. Magic numbers 9

We all know this chip: for just $ 1, 99. This is the same as $ 2! We understand this, but the magic number 9 continues to operate, and we do not really take it, and the right thing just because it beckons us a discount. Be incorruptible! Do not say to yourself - this thing is a little more expensive than the dollar! Remember, it is all two!