A fair price for a toyota prius

An insight of behavioral economics is that customers demand a sense of fairness in the behaviors of companies whose products they consider buying. The Wall Street Journal says Kelly Blue Book values for Toyota Prius are $1,000-$2,000 above the retail sticker price. And yet…

Toyota frowns on prices above the sticker because it angers consumers, and several dealers contacted around the country said they were selling the cars at the sticker price.

Although, since revenue above the sticker price would go to the individual dealers, and not to Toyota itself, the company’s disapproval is perhaps not quite as selfless as it seems.


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One Response to “A fair price for a toyota prius”

  1. ibrahim binshahbal Says:

    nice article.

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