Ah, but you already know the answer. It’s a simple psychological trick. If the shoes cost less than $100, even by just a penny, they fall into a lower price bracket in your mind.
But there’s something really bizarre about this trick.
Almost everyone can explain why stores price things the way they do. So why do businesses keep using this trick if everyone knows about it?!
Because it still works.
As business consultant Ash Ambirge explains, “…it’s not because they’re trying to fool you. It’s because we need to fool ourselves.”[i]
And sadly, that makes sense, too. It makes sense because we trick ourselves into making poor decisions all the time.
Here’s how it works. Most of the time, we know what we really want to do. So instead of seriously analyzing the pros and cons, we trick ourselves.
We focus on half-truths. We call our unrealistic expectations “optimism.” We intentionally ignore warning signs, claiming we’re just being spontaneous.
And this doesn’t just happen when you’re shopping. It happens when you make profound relationship decisions, too.
That’s why your brilliant, strong friend ended up dating that complete jerk who took advantage of her awesomeness for months before she dumped him. She tricked herself into making that bad decision.
Because she wanted to.
If you don’t want to make the same kinds of mistakes in your own relationships, you have to learn how to stop falling for your own tricks.
Use the simple checklist below to become untrickable…even to yourself.