$1,858 is more than $1858 and $1,200 is more than $1200

It would be wrong, in many cases, to consider your market to be dumb or uneducated. However, there is much evidence to suggest that we all are. One study, replicated many times, found that consumers felt that an item was more expensive when the tag read $1,858 than it was when the tag read $1858.…

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