sactoking
Diamond Member
- Sep 24, 2007
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In what world of spin is not passing new legislation cut taxes a tax increase?
It's actually a fairly common perception in the real world, one which marketing firms have to deal with constantly. It all hinges on pricing reference points. Sales of a product are directly affected by whether the public feels it is overpriced or under priced. The public's perception of pricing (the reference price) is a collectivist measure of history and experience.
To Apple devotees the price of the Macbook Air is perceived as low; their reference price is affected by the Macbook Pro and the relative utility of OSX. To Apple haters the price of the Macbook Air is perceived as high; their reference price is affected by $200 netbooks and the flexibility of the Windows platform.
Additionally, reference pricing has a temporal component. If you price your product at $500 for years and then lower the price to $400 it is seen as a deal (even if the $500 price point was universally accepted as overpriced). If the product is priced at $400 initially and later determined that such a price is causing a loss, increasing the price to even $425 (a break-even point) would be viewed negatively.
Finally, reference pricing has a magnitude component. If you sell a product for $1000 (at 200% markup) and drop the price to $333 (cost) your product may be viewed as defective, unpopular, or in some other negative light due to the size of the price drop.
Jewelers have recently been faced with the temporal aspect of reference pricing. Prices on cut diamonds at retail have been sold at 50-90% for so long that to end the "sales" and retail them at list price would be impossible; consumer have adjusted their reference price for diamonds downward to adjust for the seemingly endless "sale".
That's the problem Congress faces now. The "Bush tax cuts" were enacted with a finite period of efficacy. Since that period was 10 years, a long time in the real world, citizens adjusted their reference price on Federal taxes down for temporal reasons. That the "increase" is actually just a sunset on a decrease is irrelevant at this point to the average taxpayer for the same reason that jewelers cannot end the "sale" on retail diamonds: the actions of the entity in charge of pricing has caused a shift in expectations among consumers such that the decrease or sale is expected and has been incorporated into reference pricing.
