Wiley Horne--So. Calif.
"people like being offered a "deal" even if it's a minor savings. They get a positive feeling from it and tend to like vendors who offer them a deal."

I find myself fitting that theory. For example, I do grocery shopping at a Safeway affiliate. There comes a particular point in the checkout where the register has rung up the top line, and then it starts counting backward as it rings up the specials. Sometimes the price will come down $75 or $90, from say $350 to something in the high $200's. I love watching that thing count downward and get under $300! I won!! Isn't that the dumbest thing you've ever heard. I get home and tell my wife how much we saved, and she just laughs and laughs, like there's one born every minute. Which there is.

Wiley....fessing up