Automobile dealers use the contrast principle by waiting until the price of a car has been negotiated before suggesting one option after another. In the wake of a many-thousand-dollar deal, a couple hundred extra dollars for a nicety such as an upgraded sound system seems almost trivial in comparison. The same will be true of the added expense of accessories, such as tinted windows, better tires, or special trim, that the dealer might suggest in sequence. The trick is to bring up the options independently of one another so that each small price will seem petty when compared to the already
...more
