Ebook: Priceless: the myth of fair value (and how to take advantage of it)

People used to download music for free; then Steve Jobs convinced them to pay for it. How? By charging 99 cents. Prada and other luxury stores stock a few obscenely expensive items - just to make the rest of their inventory seem like a bargain. Why do text messages cost money, while emails are free? Why do jars of peanut butter keep getting smaller in order to keep the price the 'same'? The answer is simple: prices are a collective hallucination. In Priceless, bestselling author William Poundstone reveals the hidden psychology of value. In psychological experiments, people are unable to estima.