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Feb 23, 2005, 01:00 (1 Talkback[s])
(Other stories by Daniel Werner)

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"In sales, you learn that the least expensive option is rarely the most successful one as a product. This is due to the fact that we have all had experiences in which buying unfamiliar products, for less money, have produced results of obviously lesser value. We have all bought cheap plastic things that break the first time you use them. We don't want to take that risk, because it affects our comfort level. Beyond a certain level, we all delegate our decisions to automatic responses based on what we think will bring the best results..."

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