Why Using Prices in Buying Decisions Often Misleads Shoppers

A product’s cost per use is less intuitive but more useful & can save money.

When considering whether or not to buy a product, most of us place a lot of weight on its price. In fact, more often than not, price is the most heavily weighted factor in the buying decision.

It leads consumers to buy products that are on sale (how thrilling it is to buy a cashmere sweater or wool slacks marked down to $49 from its regular price of $3…