There is a very interesting book “The Psychology of persuasion” on the practical psychology that is written by Robert Cialdini.
Despite the fact that this book is devoted to the use of knowledge about the psychology of human behavior in the society, so many moments reflect the relations that arise between the seller and the buyer in this book.
On the first pages are given some examples of successful and effective management of customers and their buying behavior.
The book carries away a reader. In order to understand the essence of the article, let us read two brief stories from the author.
My neighbor is a jeweler; he is the owner of antique jewelry store. Once he told me like his own experience convinced him that is existence of the stereotype “expensive = good”. One of his friends was looking for a wedding gift for his bride. The jeweler just had a beautiful necklace for $ 500 that he was ready to let his friend have for $ 250. As a friend saw the necklace, he was delighted and wanted to buy it. But when he found out that the necklace was worth $ 250, he immediately became sad and began haltingly to refuse, explaining that he was looking for his bride “something really worthwhile”.