What is the goal of showing more expensive items first in a sales context?

The goal of showing more expensive items first in a sales context is to set a high standard for value perception. By presenting higher-priced items initially, retailers can establish a benchmark of quality and luxury in the minds of customers. This technique often influences the customer's perception of what constitutes value, making subsequent lower-priced items appear more attractive in comparison. Essentially, when a customer encounters more expensive items, it may enhance their overall perception of value, leading them to believe that the items they are shown afterward, even if they are less expensive, are still of good quality. This strategy effectively utilizes consumer psychology to enhance sales by framing the context of value around more premium offerings.