Why Apple’s $199 starting price for iPhone 3G appeals to so many
Sunday, June 22, 2008 - 10:48 AM EST "I asked some behavioral economists [why the $199 starting price for Apple's iPhone 3G is causing such excitement], and the answer seems to be that we have no easy way to judge the value of the things we buy, and we especially have no fast and sure way to value the utility we would get from the purchase. So what our brains do is look for easy comparisons to give us answers. In the case of the iPhone, the initial price of the device when it was released last year was $599. Then it dropped to $399. The initial price (and even the first discount) of the phone anchored consumers to the idea that to own this device, you would have to pay a lot of money, substantially more than a typical cellphone," Michael S. Rosenwald reports for The Washington Post."'It establishes a reference price of $600, and now when it comes down -- that's very, very exciting,' said Dan Ariely, a Duke University behavioral economist and the author of 'Predictably Irrational,' a book about how we make decisions. 'We compare it to the higher price. I don't know if Steve Jobs planned this or not, but if he manipulated based on anchoring, he did a very nice trick,'" Rosenwald reports.
"Not only are we getting a perceived deal on the product, but we are also getting a deal on the deal. 'You get the iPhone, and you get the deal,' said Richard Thaler, a University of Chicago economist who came up with the notion of transaction utility, which he has described as 'the difference between the amount paid and the 'reference price' for the good, that is, the regular price that the consumer expects to pay for this product,'" Rosenwald reports.
"So then the deal, at its extreme, looks like this: I'll pay $199 for the iPhone, but I will get a psychological return of $400 from the deal. I'm rich! Of course, it will cost me an extra $10 a month in AT&T service fees, thus wiping out any gains, real or psychological, over the two-year contract period. Thaler said we tend to 'underweight' these costs because they are off in the future. 'There will be people who crunch the numbers, but the people who fall in love with the phone right away won't,' he said," Rosenwald reports.
"These kinds of pricing tricks get played on us all the time," Rosenwald reports. "In the world of investing, you have to look no further than stock splits... The pricing game can have the opposite effect, too, causing us to want to buy less of something. Perfect example: Gas."
Much more in the full article here.
MacDailyNews Take: It's no wonder so many people are hopelessly in debt. If only the average IQ could be few points higher, the world would be so much better off. As we wrote yesterday, "Apple has priced the iPhone to appeal to the short-attention-span/instant-gratification mentality that's so prevalent today. Newsflash for Joe and Jane Six-Pack: 'No Payments 'Till 2012!' still means you have to pay - and more than you would have vs. simply paying full price upfront. It's disappointing that Apple has to cater to short-term thinkers. That's why the iPhone is so 'cheap' upfront, but really costs about the same as it always has (really a little bit more because it is 3G capable, after all)."

It's not a matter of IQ. It's a problem of cognitive distortion. If MDN were smarter, you'd know that.