Have you ever noticed what happens when airlines lower their fares? First one airline declares a price war, and by the end of the day, everybody is having a sale. It’s great! ... People who were not going to fly anywhere are suddenly booking tickets. Hank, who never flies, is now flying to see his cousin because he can’t pass up the deal. Dave and his wife are traveling to California to see their granddaughter, whom they thought they wouldn’t see for a long time. People gobble up these lowered fares in a couple of days, and the phones practically melt down at the airlines. Why? Because the discounts bring something within reach that we could otherwise never afford, and we act on it.
http://hutchcraft.com/Life-Issues/Money/A-Price-Within-Your-Reach
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