11. Brand and Price

“What do ya want to hear? That I’d love to pay three hundred and fifty a month. . . is that what you want to hear? Tell me how much you want me to pay, and I’ll tell you how much I’ll pay, but don’t do a hustle on me. . . I don’t like that. How much do I want to pay? I’d like to pay nothing!”

—RICHARD DREYFUSS AS BILL BABOWSKY IN Tin Men (1987)

As a consumer, I am like two people. With almost everything—where I live and shop, how I travel, the clothes I buy, and the things I do for fun—I am extremely price-conscious. I walk rather than drive whenever I can, and I look for things on sale. As long as I am buying for myself, I rarely seek out particular brands. This is my economical side. I look for value.

There is another side ...

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