Gabor-Grainger: You Don’t Buy Like This — So Why Ask This Way?

You’re standing in a store.

You pick up a box. You check the price. And you decide — buy or don’t buy. Simple, right?

What you don’t do is sit through a slow interrogation:

“Would you buy this for $5?”
“No? What about $4?”
“Still no? Let’s try $3…”

That’s not shopping. That’s a bad game show.

And yet that’s exactly how Gabor Granger pricing works. One hypothetical price at a time. No shelf. No options. No tradeoffs. Just a slow crawl toward a “willingness” that’s never anchored to what else is on offer.

This matters.
Because people don’t make pricing decisions in isolation. They compare. They choose. They have context — and stakes.

But Gabor Granger strips all that away.
It turns buying into a sterile lab experiment, far removed from how people actually behave.

The Punchline:

If your pricing method doesn’t look anything like the way your customer buys…
don’t be surprised when it fails to guide the way your business sells.