# Prof. Priya Raghubir on the alleged manipulation of sale prices at department stores

1 Faculty News June 19, 2013 ![NBC News online logo](/sites/default/files/styles/246w/public/assets/images/con_037262.gif?itok=6hhedDRK)>

Excerpt from [TODAY](http://www.nbcnews.com/business/buyer-beware-major-stores-may-mislead-sales-6C10367331) -- "'I believe it's very widespread,' said [Priya Raghubir](http://www.stern.nyu.edu/faculty/bio/priya-raghubir), a professor of marketing at NYU, who explained that seeing a sale sign has a psychological impact on a customer. 'You feel smart, you feel happy, you've got a great deal, and you feel special because you managed to get this deal,' she said. 'The stores are completely playing on our emotions.'"

[Watch the video](http://www.nbcnews.com/business/buyer-beware-major-stores-may-mislead-sales-6C10367331)