How a Product’s Distinctiveness Entices Consumers to Buy

Sellers can influence which item customers choose and how much they pay.

“I must be myself…I will not hide my tastes or aversions. I will so trust that what is deep is holy, that I will do strongly before the sun and moon whatever in[ward]ly rejoices me, and the heart appoints.” – Ralph Waldo Emerson, Self-Reliance

Consider this interesting conundrum faced by a restaurant owner with her menu. This restaurant is an established…