Pricing needs to reflect who people want to be

February 1, 2019

When are people willing to pay a super-high price premium for something? The answer is all about identity. Buying these goods both helps you reinforce to yourself who you are, and encourages others come to the same conclusion about you. Decades ago I saw that the phenomenon is not restricted to luxu

```

Members Only

Login or create an account to continue

This article is available to registered BusinessDay readers. Please login if you already have an account, or create a new account to continue reading.

New to BusinessDay? Register now and start reading.

```