<p>Seems to be in keeping with the whole yougetwhatyoupayfor mindset that is so pervasive in our country. Realtors think you wouldn’t buy a house from them unless the vehicle they drive is expensive and screams success. Lawyers feel the need to exude money in their daily lifestyle and portray success in order to get business. </p>
<p>It’s the new version of keeping up with the Jones’–If we pay a lot for 'most anything, it reinforces our self-esteem and makes us feel good about ourselves! Isn’t this saying the same thing about sending kids to colleges that cost way more than they should? That school can’t be any good if it costs a mere $25,000 a year, now can it!!! Besides, shouldn’t I show kids just how much I love them—that I love them so much that I’m prepared to go into huge debt to provide them with a high-priced education??</p>
<p>A few years ago, I read about the marketing firm that helped establish the price of a new luxury SUV. The Lexus SUV was orignially priced about $12,000 less than it’s original sticker price. Marketing studies showed that their target ‘audience’ was more likely to buy it if they were required to pay closer to $40,000! So they reworked the trim packages and threw in free rentals when vehicles were in the shop for service. As a result these vehicles have sold like hotcakes! CRAZY!!</p>