Price is a feeling
To consumers price isn't merely price.
To consumers price is a signal that gives them little hints and bits of information.
In 2011 JCPenney hired *with great fanfare* a guy called Ron Johnson as their new CEO.
Ron was the former Senior Vice-President for Retail at Apple.
Ron Johnson made Apple stores the envy of the retail industry.
And this was why JCPen…
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