The Power of Relativity      Psychologists tell us that
something we can do to increase our happiness in life is to own
the nicest house in our neighborhood. This is the exact opposite
of what many financial advisors will tell you, but the
psychologists are right—if you own the nicest house in your
neighborhood, you’ll rarely feel jealous of your neighbors or
dissatisfied with your lot in life (unless, of course, you spend
a bunch of time driving around wealthier neighborhoods).  A huge
part of traditional retail marketing is dedicated to countering
and exploiting this fundamental human tendency. Retailers very
carefully pick what products they sell beside each other. And
they attempt to reel you into their stores with advertisements
showing a product that you are likely to be familiar with, for a
price you’re likely to perceive as cheap, while then upselling
you in person on products (with high margins) that you’re less
familiar with. (Who the heck knows what an 18k gold necklace in
that shape, containing th