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Why is it that in many restaurants you can afford to buy a buffet for only 30 dollars? Why does the price of the same bottle of beer differ so much between the grocery store and a fancy hotel? Why do stores put a pair of 500 dollar shoes next to a pair of 100 dollar shoes? In fact, these are all tricks that businesses play on the customer. The book, Priceless, tells us that there is nothing such as an “original price” in this world, but only psychological battles that take place in our minds.
This book was written by William Poundstone, who was nominated twice for the Pulitzer Prize. He is a contributor to the Harvard Business Review and the New York Times. He is also the writer and co-producer of two featured shows on ABC Television. The book Priceless was even praised by Nobel Laureate in Economics Daniel Kahneman, who called it "an instructive and entertaining romp".
