_______ When setting prices, most people's natural tendency is to go low. It is tempting to think that a price lower than that of similar products will encourage people to buy, thus leading to greater profit. But higher prices also have advantages. For one thing, the profit on each item is higher. For another, higher prices often give the impression of quality, which may make the item more desirable. In some cases, higher prices have resulted in more products being sold. In this section, we'll discuss different pricing strategies—high and low—in detail.