Random Quote - Priceless

Authors Diana LaSalle and Terry Britton observe in their book Priceless: “…when someone is asked why he uses whitening toothpaste, he might say to have whiter teeth. If probed further to find out why this is important, the consumer may say it makes him look better, a typical feature/benefit response. When asked again, he might finally reveal that looking better gives him greater confidence and self esteem. You can’t really put a price on feeling better about yourself can you? So these then are the priceless attributes of the product.”