10) Arbitrary Coherence
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That’s a pretty fancy schmancy term, but it’s a simple premise. If you go into a slightly more classy restaurant you will notice there is always an item that is much more expensive than everything else on the menu.
They don’t put that item on there because they want people to buy it, they put it on there to make all of the other prices look more reasonable. That’s called arbitrary coherence, in other words, all the prices are pretty arbitrary, but as soon as a consumer sees one price, the others are all related to that from then on.
