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The starting point for ‘discounts’ may be the manufacturer’s suggested retail price (MSRP), an arbitrarily high price that no one will ever pay. By crossing out the high MSRP, retailers are handing shoppers a psychological victory that will make them feel good about the purchase, even if the discounted price is still expensive.
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Ian Lamont (Personal Finance For Beginners In 30 Minutes, Volume 1: How to cut expenses, reduce debt, and better align spending & priorities)