In other words, decisions about future LCD television purchases become coherent after an initial price has been established in the consumer's mind.
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A value can be as easily (arbitrarily) assigned as by having a fancy ad with “equally” precious items and a high price tag in a window of a store on Fifth Avenue.
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For example, Ariely proposes an OnStar system that could potentially lower the number of car accidents in teenagers by performing tasks such as changing the car’s temperature or dialing the teenager’s mother when the car exceeds a set speed.