Context in Pricing: The Waffle House Edition February 12, 2019 My son is a Waffle House fan and has been since he was old enough to know what’s going on. He’s 18 now and there’s a Waffle House story in which he’s the featured star that I love to tell him now. It’s the kind…

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A recent marketing gambit by Payless ShoeSource perfectly illustrates the influence that context, association, and geography have on customers’ perception of value and their willingness to pay.

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