How Amazon Prime Day uses your psychology to get you to buy
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At its base, people love Amazon Prime Day because they love deals. Getting a deal is like a win; it’s adding something to your life at a better cost because you were either lucky or cunning enough to time your purchase right and locate the right deal.
Amazon has succeeded in creating its own shopping holiday.
Tom Meyvis, a professor at NYU Stern School of Business who studies consumer behavior, said that at its most basic, Prime Day is just a sale.
“Sales have a bunch of psychological mechanisms,” said Meyvis. “People love stuff cheaper than the reference price. They use it as a heuristic — a sign that something’s a good deal rather than rationally looking at what’s the regular price and how much I’d be paying now.”
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Buy Hatke works on Amazon?
This is not just done by Amazon. Big Bazaar has been doing this as part of their Mahabachat sale on National Holidays. And, of course, there will be lot of mark-up increase to show a great discount being offered. No surprises there.
Right..it must be renamed to Bigbazaar MahaBhasad sale!! 
The biggest jholler on this is Aliexpress.
They actually sell at 25% higher price in the so called SALE.
When the sale ends due to some algorithm flaw i found the price drops by 35% from the sale price after 30 minutes then bounces up 10%. I usually buy items at that sweet spot.
Which means that any item with red sale tag is actually marked costly automatically.
lot of research! great 
Please contact Tom Meyvis, a professor at NYU Stern School of Business & tell him that we at DD know this even before he started doing his so called research. 
Paid news by Amazon competitors.
Even if this is true dimers should know what to buy and what is right time.
Did you open the link and read the entire article? Doesn’t seem to be paid as the analysis applies to all the ecom.
platforms.
To know regular price, install
‘buy hatke’s price graph’ app and share prices from Amazon app to this app, so to see graph.
Install this plug in Chrome browser for desktops.
Also add to Cart, it shows price changes.
Shocked today to see price increase from 2000 to 2700 from cloudtail seller of below product.
Omron HEM-7117 (JPN-2) Blood Pressure Monitor