Day One of a week-long mini-webinar. You are encouraged, if you like, to add your comments after this post.
Every shopper past the stage of preferring a nickel to a dime 
because the nickel’s bigger, understands that the value of anything offered for sale depends not only on its intrinsic worth (is it silver or silverplate? Polyester or silk?) but on the worth that specific buyer puts on it for a hundred other reasons. That’s why the same item will sell at a garage sale only if offered at a fraction of the price it would fetch in an antique shop. The location and ambiance of a market adds to the perceived value of the item.
A study says that people who were given a sip of the same wine, in two different glasses, one a basic Styrofoam cup and the other a Tiffany goblet, rated the wine in the goblet better-tasting. When asked how much they would spend on a bottle of “these two different wines”, the wine in the more luxurious glass was valued much higher. That’s perceived value. The experience of sipping the wine in an elegant glass added to the perceived value.
