Jorge Barraza

…Yes. And Jorge Barraza says that we put a lot of meaning into that original higher price that we might see on a tag. We actually not only perceive expensive things as higher quality... He says we actually experience them as higher quality.…

…Talking to Jorge, I immediately was like, it's our lizard brain. Like that ancient part of our brain that just like can't help itself.…

…Now, guess what happens when you add a sale to the mix? The accountant freaks out. Yes, a sale is like the thumb that tips your mental scale toward buying. Jorge Barraza, who is a consumer psychologist at the University of Southern California, says that just finding a sale, just seeing it, actually registers often as a win already. Of course. It's like deli…