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A broad swath of psychological and economic research has argued that people will pay different amounts for the same item depending on who is providing it. The economist Richard Thaler, in his 1985 “Beer on the Beach” study, showed that a thirsty sunbather would pay $2.65 for a beer delivered from a resort hotel but only $1.50 for the same beer if it came from a shabby grocery store.
Stephen J. Dubner & Steven D. Levitt in “Freakonomics”
