One of my friends told me that she got a handbag with 20% off excitedly on the phone yesterday. She said even though that wasn’t the bag she wanted the most, but because it is a well-know brand, it was on sale, and she will absolutely feeling repentant if she didn’t get one for herself. After the conversations, I start to thinking about what kind of factors will affect a consumer’s demand. By making discount for a good, it will certainly affects the decision making of a consumer. Like when we see something that looks gorgeous and now it cost less to get one, we may buy it immediately because we believes that people will pay more attention of us when we have such a “gorgeous” on, or we will feel regret if we didn’t take it. Regret can be a powerful force that pushes people to do something, so most people will buy things that are on sale impulsively. That’s true. Who can keep rational when seeing “gorgeous” are being on sale? Though we know it may be a “conspiracy” from the sellers, but we have already lose control!