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Like most of us, Michelle Levy, 44, loves a deal. So after the president of a DJ-management company heard about a good facialist — and then saw that same salon selling the service on a group discount website — she clicked quickly. Not only did she imagine the $39 facial would typically sell for over $80, but there’s a big difference between good and bad skincare. Problem was, when researching the regular price for tipping purposes, Levy learned her presumed discounted price was the same one listed on the spamenu.new balance sko dame

Economists have long asserted that when it comes to jumping at the chance to spend our money on sale items, our vision of a high original price — even one appearing in our minds — will cause us to view the deal more favorably. But new research sheds a brighter light on how our brains work — and perhaps why Levy fell hard for the facial — saying the level of persuasion will depend on our evaluation of our other choices, whether we focus on all the similarities or differences. Knowing this can help break the spell of what could turn out to be a pretty uneventful sale.new balance sko barn

“Savvy consumers already question the validity of pricing information,” said Susan Jung Grant, an associate professor of marketing at Boston University. “What shoppers may not realize is that there are many subtle ways other information might be affecting their estimation of the deal.”

Say you’re debating whether to buy a sale-priced pair of running shoes, she suggests. You could consider how different all running shoes are from one another — Nike Air, ultra cushioning; Puma, suede styling; New Balance, adjustable arch support. Or you could consider how similar they are — casual footwear, appropriate for athletics. By paying attention to the likenesses, and then considering the original price, we’re more likely to think it’s a good deal. If we, however, focus on the differences, we may just walk away.new balance factory norway

“Thinking about commonalities brings together the super-duper deluxe at the top of the spectrum to the item and lumps them together as birds of a feather,” Jung Grant said. “This makes the lower sales price even more powerful.”