Juan  Luis  Cordero

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What determines whether a given price represents a discount or a surcharge? Consumers certainly can’t tell from the price itself. In addition to the current price, potential buyers would need to know the standard or “reference” price. If the reference price of gas is $1.55, then those who pay cash are getting a discount. If the reference price is $1.45, then those who use credit are paying a surcharge.
The Paradox of Choice: Why More Is Less
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