How do we decide what to buy?
This should be an easy question.
We buy dozens of things each week.
Groceries.
Dinner.
Cars.
Shirts.
Companies have a stockpile of tricks to make us buy more than we want and for more than we're initially willing to pay.
Shopping Trick No. 1: the power of free.
Shoppers have a strong preference toward a very specific price: zero.
