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I can 100% confirm that the "discount" perception is a huge aspect of the decision making process for a purchase.
I sell a shitload of stuff on Facebook Marketplace because I buy, sell, fix, refurbish electronics and appliances
I know from experience that the way to sell something for $100, is to first post it for $120, and then 8 minutes later reduce the price to 100. People see the crossed out 120 and they think *oh my god this is my chance"!
I've been buying and selling for almost 30 years, I was like the first user on eBay LOL... This is such a baffling but real phenomenon! For example on ebay, if you want to get 30% more than market value, post your item for a dollar and let people fight! The idea of a deal, even when it doesn't exist, is so potent.