Simone Macario

“This, then, is what we call arbitrary coherence. Initial prices are largely “arbitrary” and can be influenced by responses to random questions; but once those prices are established in our minds, they shape not only what we are willing to pay for an item, but also how much we are willing to pay for related products (this makes them coherent).”
― Dan Ariely, Predictably Irrational: The Hidden Forces That Shape Our Decisions