Price discrimination

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Price discrimination

When I am auditioning a new product, circuit, or technology I do not want to be prejudiced because of its price.

Price discrimination is real.

For most of us, it's difficult not to be swayed by our perception of an object's value. If it's "too cheap to be any good", or "so expensive it damned well better be good", we start out with a preconception that is difficult to wipe clean.

To make matters more difficult, the outward appearance of a product almost always tells a story about its cost. A chassis with lots of expensive gingerbread is expected to have the same level of innards as outsides. But, of course, that's not always the case.

It's hard not to judge a book by its cover, a stereo product by its looks or price, but if you can figure out how to overcome the problem of basic prejudice, with respect to price, you're light years ahead of the pack.

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Paul McGowan

Founder & CEO

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