Price, although powerful, is not necessarily powerful to all people. Beyond the division of people into
price sensitives versus insensitives is the fact that these two groups show radically different dynamics. Price
sensitives do not see as many differences among product messages as do price insensitives. Price sensitives seem
to live in a flatter world, one with fewer nuances. To price sensitives, changing the brand or even the price of an
item does not change the response to messages about the product. To price insensitives, in contrast, changing the
brand or the price changes the response to the product messages. Simply said, price insensitives seem to be more
awake, and smell more of the ‘roses’ than do the price sensitives. The world of the price insensitives is filled with
more gradations, and perhaps more refined perceptions.
