Jorge Barraza

Just the fact that they're getting a discount or they're perceiving that they're getting a discount, the consumers, is rewarding in and of itself. So not only are we getting the product, but we're also getting that reward that we found something and we've earned this extra thing.

We want to simplify what's happening in the brain. And sometimes that simplification can be oversimplified and creates a caricature of something that's not really true.

Implicitly, like deep down, it has a strong effect. So that whole element around suggested retail price can really pack a wall. We can do two things there. We can communicate quality to a consumer, but then we can discount it and then have consumers think, oh, not only am I getting quality product, but I'm getting that for a much cheaper price.