This is how raising the price of a product can help you.

Mike sold $1,000 air purifiers. Nobody cared. He doubled the price to $2,000—and suddenly sold out. Weird? Not really.

The psychology behind “expensive = better”

People use price as a shortcut for quality. When Mike’s purifier was cheaper than competitors, it looked like the “budget” option. Once the price matched, it felt premium—and trustworthy.

Why it works

• High price signals high quality
• People compare before they think
• Matching competitor pricing removes doubt
• Cheap can feel risky for expensive-looking products

Real-world examples

• Apple charges premiums and sells out yearly
• Tesla increased Model Y prices and saw demand stay strong
• Luxury watch brands raise prices to boost perceived exclusivity
• Starbucks charges more and still dominates the coffee market