Cialdini raamat
enormous profit margin.
And even when it is not initially successful, she can then mark the article "Re-
duced" and sell it to bargain-hunters at its original price while still taking advan-
tage of their expensive = good reaction to the inflated figure.
By no means is my friend original in this last use of the expensive = good rule
to snare those seeking a bargain. Culturist and author Leo Rosten gives the exam-
ple of the Drubeck brothers, Sid and Harry, who owned a men's tailor shop in Ros-
ten's neighborhood in the 1930S. Whenever Sid had a new customer trying on suits
in front of the shop's three-sided mirror, he would admit to a hearing problem and
repeatedly request that the man speak more loudly to him. Once the customer had
7As exploitative as these creatures seem, they are topped in this respect by an insect known as the rove
beetle
annaabi.ee 
