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In a memorable marketing case with South Africa's KFC, Rory Sutherland demonstrated the transformative impact of strategic pricing on consumer behavior. Confronted with an underperforming item on the menu, Sutherland recognized an opportunity to harness the psychology of pricing to drive demand. Rather than resorting to the conventional tactic of slashing prices to spur sales, Sutherland proposed a bold alternative: increasing the price of the struggling item. This unconventional approach was ro
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