In Brief

What happens when there is a disconnect between the value of an item and how it gets merchandised in a store?

We spotted this display of caviar in a Brooklyn deli and thought it was an interesting case study in how product presentation at retail can affect how customers perceive the value of goods. A quintessential luxury item, here caviar is designated with a discount-looking hand lettered sign, the front of which is a reused  ‘specials’ price card. ‘Caviar’ written in red, a color typically used to signal a sale is another curiosity. Yet the package size is small and the price is reflective of what you would expect caviar to cost. Do you sense some conflict between the known value of caviar and the way it is presented here?

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