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JC Penney went through a period where they did away with their perpetual "sale" and normalized their pricing. Their sales tanked as a result. Apparently a lot of people who shop there are idiots.
The one time I went while they were just offering low prices was awesome. Just $8/shirt, no coupons or sales to turn a $20 shirt into a ln $8 one. Most people really like seeing a big number then having to pay a smaller one though.
The former SVP of Apple Retail Ron Johnson, specifically. He actually thought the people who shopped at JC Penny were the same as the people who shopped at an Apple Store.
thought it was JC Benjamin
I hate that "marketing" is just a science of bypassing peoples' rationality to sell them on short-term emotion, then reinforcing and encouraging stupidity to keep the loop going.