Consumers are more likely to choose a higher-priced item when it's correlated with messages that emphasize an increase in the product's positive attributes—rather than a reduction in its negative ones ...

Consumers are more likely to choose a higher-priced item when it’s correlated with messages that emphasize an increase in the product’s positive attributes — rather than a reduction in negative ones.

When one gets into photography, they might think it's as easy as pointing a camera at their subject, pressing a button, and that's it. When they start taking classes, though, they start to see it's a ...