The Price Is Right (Gwen Moritz Editor's note)

What makes some products irreplaceable in the mind of the consumer? Why can some products command a higher price than the other brands on the same shelf? And how much higher can the price be before it backfires?

Want the Full Article?

Get Unlimited Archive Access for $19.95 per Year

Readers must pay to access stories older than 20 days.

Purchase Now

Already have archive access? Login to view this article.