It’s Almost Never Price—Love and Confidence Rule

At a mid-level retailer’s brainstorming session, the team decided to slash prices to drive traffic. Within a month, foot traffic rose, but so did returns and complaints. The low-price shoppers compared every competitor’s sale and left whenever a cheaper ad appeared.

Then they tried a different approach. Instead of cutting tags, they invested in a concierge-style fitting experience: private dressing rooms, personal stylists, and on-the-spot tailoring. The price tags stayed the same, but the team celebrated how customers raved about their confidence in what they wore.

Sales soared by 35%, and their margins grew more than when they’d chopped prices. Buyers weren’t just buying clothes—they were buying how they’d feel sending those selfies and getting compliments.

Behavioral economists call this effect the “emotional anchor” principle: once your product becomes tied to a positive feeling—love, confidence, excitement—price slides to a secondary concern. When you sell the emotion, cost becomes the bargain, not the barrier.

Next time a prospect quibbles over price, pause and ask why the product matters to them. Highlight the premium solution first, then match each benefit to their desire—whether it’s confidence, security, or freedom. Share a quick story of a customer who happily spent more for the same joy you’re offering. This pivot from cost to emotion will shift their focus and encourage them to invest.