The Perils of Price AdvertisingCheaper is not better.

I get nauseous every time I see or hear an ad for LASIK that talks about the price: “Call now for our$699 special, ” or, “For a limited time, you can get both eyes treated for the price of one, ” and so on. It’s hard to think of this incredible procedure being bandied about in the same fashion as mattresses, long distance phone service, and fast food…

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