Socks on the Psyche

I went to the other day to the local bog box shoe store to see if they had a good price on socks. (This was after I dropped my worn out inventory off at the EPA.) As it turned out the sale the store had was fantastic, ‘buy one package and get the second one at half price. But, I had a choice to make, the Nike, for which twelve pairs in two packages would cost $25, or, the store brand, for which twelve pairs in two packages would cost $19.

I observed my brain. Nike is a well known brand. Their socks are made in Mexico. The store brand is made in China. Both have about the same so-to-speak chemistry, with the Nike’s cotton percentage at 80% and the store brand at 82%. But, I really don’t know if there is a hidden difference. I’ll ask the gal.

She tells me,

“Well, if you want to pay for Nike advertising, I suppose that’s why that package is more expensive.”

I chuckled to myself and bought the store brand. I suppose my decision corresponded to a tacit win/win, and the gal led me to the most profitable sale for us both. There’s a lot of psychology implicit in this interaction. No doubt another shopper would insist on the greater credibility of Nike; I presume as much.

Last week I read a news piece about the recent trend where food companies re-size quantities down and keep the price the same. Shortly after reading this I went to the grocery store and noticed as much.

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