In total, twenty-eight participants completed the study. Participants' base price ranged from $9.00 to $95.00, M = $49.36 (SD = $27.49). All participants completed all questions on the task with paper and pencil. Camera The camera was the first object shown to the participants. Participant five was an outlier and was eliminated from statistical evaluation. Twenty (74.07%) participants indicated that they would purchase the camera. There was no significant difference in base prices between those who chose to purchase the camera (M = $47.75, SD = $24.31) and those who indicated they would not purchase the camera (M = $58 .43, SD = $35.52), as indicated by an independent two-tailed t-test with equal variance; t(25) = -0.89, p = 0.38. A significant correlation was found between the base price and the appraised value of the camera, M = $185.48, SD = $114.24, as indicated by Pearson's product-moment correlation coefficient [r = 0.39, n = 27, p = 0.04]. See Figure 1. Eye Tribe The eye tribe was the second element shown to participants. Participants five, fifteen, and twenty-six were outliers and were eliminated from the statistical evaluation. Twenty (80%) participants indicated they would purchase the Eye Tribe. There was a significant difference in base prices for those who chose to purchase the Eye Tribe (M = $42.5, SD = $23.17) and those who indicated they would not purchase the Eye Tribe ( M = $75.2, SD = $29.04), as indicated by an independent two-tailed t-test with equal variance; t(23) = -2.69, p = 0.01 There was no significant correlation between the base price and the estimated value of the camera, M = 198.96, SD = 135.37, as indicated by the coefficient of Pearson product-moment correlation [r = 0.00, n = 25, p = 0.99]. See Figure 2. Endnote Th...... middle of paper ...... are, which makes the consumer more likely to purchase the product, in turn increasing their revenue. For example, many clothing stores advertise most of their clothing tags with a "sale" price and compare that to a higher retail price. So a name brand t-shirt that costs $70.00 purchased somewhere else is advertised as $45.00 in stores like these, so the consumer feels like they're saving $30.00 for a brand new t-shirt and it's more likely to purchase the shirt because it is “such a good deal” even though they may not even need the item. The consumer assigns the value of $70.00 as the base price and uses $45.00 as an indication that the product is inferior to their willingness to pay and increases the likelihood that they will purchase the item. This process appears to occur automatically, so being aware of this phenomenon is important for consumers.