# Prof. Vicki Morwitz on retail pricing tricks

1 Faculty News March 1, 2012 ![](/sites/default/files/styles/246w/public/assets/images/con_030943.jpg?itok=_uNI2o6o)>

Excerpt from [SmartMoney](http://www.smartmoney.com/spend/family-money/5-subliminal-pricetag-tricks-1330615262252/?link=sm_newsticker) -- "'A high-end restaurant will charge $32 for a steak because it makes it seem more luxurious than a steak for $31.99,' \[[Morwitz](http://www.stern.nyu.edu/faculty/bio/vicki-morwitz)\] says."

[Read more](http://www.smartmoney.com/spend/family-money/5-subliminal-pricetag-tricks-1330615262252/?link=sm_newsticker)