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The economist Alex Tabarrok has argued, that the success of this promotion lies in the fact that consumers value the first unit significantly more than the second one. So compared to a seemingly equivalent "Half price off" promotion, they may only buy one item at half price, because the value they attach to the second unit is lower than even the discounted price.
When a product has over 165,000 perfect ratings, like this one does, even paying full price seems fair! But if it's on sale, even better. But if it's on sale, even better.
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related to: penray brake cleaner where to buy one take for $5 x 10 feetwalmart.com has been visited by 1M+ users in the past month