According to some source, Amazon is slowly phasing out list prices because they’re arbitrarily high. In most cases, the “discount” price is the real price, so why bother pretending otherwise?
It’s hard to believe that Amazon would take such a radical step unless they were fairly certain that across-the-board discounting was no longer driving higher sales. Which means they’ve got some research behind the strategy.
Amazon aside, the past few years have seen a sharp increase in scientific research into pricing strategies. Some scientists are even using brain scans to track how people make buying decisions!
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