, has a cure for hangovers, was incorporated in the title of a book, was a piece of evidence in the O. J, Simpson trial, was used by American Indians to represent adulthood, reminds you of your first romance, is symbolic of a major accomplishment (like a graduation ring), Jack Nicholson has one, Michael Jordan eats them, demonstrates a level of economic affluence, makes life easier, feels good to the touch, pleases other As you can probably tell, perceived value is what people are paying for. Perceived means what it brings to them mentally and emotionally as well as physically. Intrinsic value is mere physical replacement cost. For example, vitamins have an intrinsic replacement value of a few dollars, but they have a mental and emotional perceived value of comfort, hope, security and peace of mind because of enhanced life condition of well-being and longevity.

This is to say that stressing the mental and/or emotional values of a product/service are critical to more sales. Or, if "adding value" to a commodity, the "extra cost", if applicable, is more than justified by the extra perceived mental or emotional value, assuming that you relate all of the perceived value.

Do you always buy the cheapest brand?

Why not?

I'll tell you why you spend more - because the guy you bought from had a more professional looking store or truck, a longer warranty, better references, a longer track record, better service, more convenient location, better connections, knows your sister, is fun to do business with, has products from foreign countries, sold one to Robert Redford, lead the league in hitting at your high school, makes you feel significant when you come around, has earned your trust over time, has box seats at the Astrodome, knows how to fix it - fast, went to your University or trade school, sells a product that you heard Paul Harvey mention on the radio or saw in Reader's Digest, claims a side benefit is better sleep or makes you appear better looking, is made in America, has environmentally safe products, makes you look like you're in style, was once in the movie "True Grit", has a cure for hangovers, was incorporated in the title of a book, was a piece of evidence in the O. J, Simpson trial, was used by American Indians to represent adulthood, reminds you of your first romance, is symbolic of a major accomplishment (like a graduation ring), Jack Nicholson has one, Michael Jordan eats them, demonstrates a level of economic affluence, makes life easier, feels good to the touch, pleases other p

ll-being and longevity.

This is to say that stressing the mental and/or emotional values of a product/service are critical to more sales. Or, if "adding value" to a commodity, the "extra cost", if applicable, is more than justified by the extra perceived mental or emotional value, assuming that you relate all of the perceived value.

Do you always buy the cheapest brand?

Why not?

I'll tell you why you spend more - because the guy you bought from had a more professional looking store or truck, a longer warranty, better references, a longer track record, better service, more convenient location, better connections, knows your sister, is fun to do business with, has products from foreign countries, sold one to Robert Redford, lead the league in hitting at your high school, makes you feel significant when you come around, has earned your trust over time, has box seats at the Astrodome, knows how to fix it - fast, went to your University or trade school, sells a product that you heard Paul Harvey mention on the radio or saw in Reader's Digest, claims a side benefit is better sleep or makes you appear better looking, is made in America, has environmentally safe products, makes you look like you're in style, was once in the movie "True Grit", has a cure for hangovers, was incorporated in the title of a book, was a piece of evidence in the O. J, Simpson trial, was used by American Indians to represent adulthood, reminds you of your first romance, is symbolic of a major accomplishment (like a graduation ring), Jack Nicholson has one, Michael Jordan eats them, demonstrates a level of economic affluence, makes life easier, feels good to the touch, pleases other

u spend more - because the guy you bought from had a more professional looking store or truck, a longer warranty, better references, a longer track record, better service, more convenient location, better connections, knows your sister, is fun to do business with, has products from foreign countries, sold one to Robert Redford, lead the league in hitting at your high school, makes you feel significant when you come around, has earned your trust over time, has box seats at the Astrodome, knows how to fix it - fast, went to your University or trade school, sells a product that you heard Paul Harvey mention on the radio or saw in Reader's Digest, claims a side benefit is better sleep or makes you appear better looking, is made in America, has environmentally safe products, makes you look like you're in style, was once in the movie "True Grit", has a cure for hangovers, was incorporated in the title of a book, was a piece of evidence in the O. J, Simpson trial, was used by American Indians to represent adulthood, reminds you of your first romance, is symbolic of a major accomplishment (like a graduation ring), Jack Nicholson has one, Michael Jordan eats them, demonstrates a level of economic affluence, makes life easier, feels good to the touch, pleases other , has earned your trust over time, has box seats at the Astrodome, knows how to fix it - fast, went to your University or trade school, sells a product that you heard Paul Harvey mention on the radio or saw in Reader's Digest, claims a side benefit is better sleep or makes you appear better looking, is made in America, has environmentally safe products, makes you look like you're in style, was once in the movie "True Grit", has a cure for hangovers, was incorporated in the title of a book, was a piece of evidence in the O. J, Simpson trial, was used by American Indians to represent adulthood, reminds you of your first romance, is symbolic of a major accomplishment (like a graduation ring), Jack Nicholson has one, Michael Jordan eats them, demonstrates a level of economic affluence, makes life easier, feels good to the touch, pleases other , has a cure for hangovers, was incorporated in the title of a book, was a piece of evidence in the O. J, Simpson trial, was used by American Indians to represent adulthood, reminds you of your first romance, is symbolic of a major accomplishment (like a graduation ring), Jack Nicholson has one, Michael Jordan eats them, demonstrates a level of economic affluence, makes life easier, feels good to the touch, pleases other people, impresses other people, draws people to you, might help you get a promotion, might put a little more romance into your relationship, can be stored easily, might be useful someday under certain conditions, might increase in value, makes a personal statement that you agree with, is something your Mother told you is good for you, claims to be safer, was bought at the "right store", gives you peace of mind, reminds you to do something you need to remember, was bought at a discount, is generally accepted as a smart thing to have, was listed in the "What's Hot" list, was part of David Letterman's Top Ten List, is now offered by The Sharper Image, looks expensive, is the latest, is the fastest, brings back fond memories, is a way to have fun, is a way to be knowledgeable, has multiple functions, is something that you want that you can justify as well as afford, soothes the emotions, lightens the emotions, kills the emotions, saves time, eliminates boredom, initiates conversation, gets people to notice you, helps you get your way, comforts you when aggravated, lifts you up when down, helps the needy, is offered by organizations with your same level of integrity, is easy to learn, is harder to lose, gets you there on time, represents an opportunity to serve others, doesn't compromise your conscience, does not require aggravation to accomplish, reduces fears, reduces doubts, reduces confusion, helps you to please someone you want to please, is something you know you should have done but put off, is pleasing to God, will save you money, will bring you money, will protect your money, will help control your future, makes you feel significant, makes you feel approved, makes you fe