A difference of one euro cent on a product can have two different impacts. For example, this reduction will convince us more consumers from 4€ to 3,99€ rather than a reduction from 3,70€ to 3,69€.
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Often, we are not aware of paying more than 200€/liter for a product.
It is the case for example of the perfumes which are sold in small quantities by bottle, but which finally reported with the price with the liter, cost very often more than 200€.
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The brand identity is not like the brand image.
Let's take the example of coca cola.
The first one corresponds to what the brand wants to show, i.e. sharing and refreshment, while the second one represents the perception we have of the product, i.e. a huge quantity of sugar used
The Decision Making Mechanism consists of 2 steps :
1) We make decision unconsciously
2) After that we bring to the conscious the decision, and justify it.
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