Many U.S. citizens would prefer to pay full price rather than negotiate. Sometimes it is because they feel uncomfortable negotiating and other times it is because they have become emotionally attached to the thing they want to purchase and don’t want to try to negotiate for fear of losing it.
Psychologists recognize the power of emotional attachment and suggest that if you do want to negotiate for an item, do not hold it or touch it because it shows you are already emotionally attached to the item and “own” it in your mind, which lowers your negotiating power.
While many of us aren’t privy to private negotiations, a barrage of television shows allow us to watch others negotiate—successfully and unsuccessfully. If you have ever watched TLC’s Say Yes to the Dress, you may be surprised, as I often am, to see a woman go into the bridal shop with a firm budget of say, $4,000. Perhaps a friend suggests she tries on a beautiful dress, and she does. She falls in love with the dress and sees herself walking down the aisle in it. It is HER dress.