Gulf Oil & Double Pricing

I had a similar experience with an advertising agency on some
photography for Gulf Oil. The account exec told me he wanted me to
bill them for more, and gave me the price they wanted to pay ... it
was over twice my regular rate.

On the retail level, I once read about an experiment that a shoe
store ran. They put two identical pair of shoes in the window, with a
sign that said they were identical, same manufacturer and everything,
except that one pair cost more than the other pair. They just wanted
to find out which price their customers preferred to pay.

They discovered that a majority of customers would not believe the
cheaper pair was of the same quality and insisted on buying the more
expensive shoes.

So let's all double our prices.