Our conscious mind is limited. Therefore, we can’t register every detail that we see, hear, feel, taste, and smell in every moment. Our brain unconsciously makes choices about where our attention flows. One of the ways that it makes this decision is by sudden change. If we hear a loud sound all of a sudden, our attention immediately goes there.
This same principle applies to the world of value. We don’t measure the value of things in a vacuum. We often notice value by contrasting it with something else. Retailers take advantage of this by attaching an artificially high price to their product and then providing a significant discount.
Source:
Michael Simmons & Ian Chew
