[via Seth Godin]

Does price matter or not? Some inputs from Seth.

check out the parking lot at Costco. Lots of $40,000 or more cars and SUVs in the lot, people who wasted a few shekels worth of gas to drive out of their way to invest an hour of time to save a dollar on a big jar of pickles. These are the same people who will spend an extra $100 on an airplane ticket to save a few minutes in getting home after a meeting.

My point, and I do have one, is that price is a signal, a story, a situational decision that is never absolute. It’s just part of what goes into making a decision, no matter what we’re buying.