Dan Ariely : Who doesn’t love sales? There’s just one problem: they lead us to make dumb choices

IDEAS.TED.COM Dan Ariely + Jeff Kresler
Who doesn’t love sales? There’s just one problem: they lead us to make dumb choices (article)
Summary
I thought that I was really a lucky person when I read this title. It's because I was taught by my mother that going bargains led me to making dumb choices. I have to buy something when I use it, even if its price will be high. 1) I shouldn't say to want what everyone has, even its price will be cheap. 2) Something that I use is important more than something of 50% off that I don't use.  Until a product breaks down, I have to use it. Using frequently and usefully means to have value. 3)
We have to be careful when we see the words, "50% off,"
"Marked down," "For sale," and  "Coupons". In fact, the real price might be equal roughly to bargains. It's, at first, raising prices and then lowering them.
There are many difficult prices to measure for us in shops. For example, the larger bottle is cheaper than the small one. Something comes with, but it's not necessary, however, it's not expensive. And then, bundles products sometimes hide one product price.
First, it's wrong to compare though people can't help but compare all things. Especially prices are designed to confuse us, thus it's difficult to know about true value. Was what you bought okay?

Words in this story
bargain /noun/ a thing bought or offered for sale more cheaply than is usual or expected.
lament /verb/ mourn (a person's loss or death).
covet /verb/ yearn to possess or have (something).
compartmentalize /verb/ divide into sections or categories.