sures regarding the quality perception, sacrifice and value of the shirt.
             Results from the experiment indicated that a fixed price format elicits more positively valence thoughts and stronger positive affect than a discounted price format. This affective response, in turn, results in a less thorough processing of price information and, consequently, higher perceptions of quality and value for the fixed price format.
             Madan and Suri, in 2001, conducted a research to analyze price discounts and fixed price offers in terms of their comparative impact on consumer valuation of products. In their research "Quality perception and monetary sacrifice: a comparative analysis of discount and fixed prices" the authors developed a product valuation model. The pre-purchase valuation of a particular product will depend on the perceived level of quality and the level of monetary sacrifice, in order to measure this perception a product valuation equation was developed, which is the relation between discount price and sacrifice level, and the pre-purchase valuation of the product. The research had two propositions:
             P1: The initial introduction of a discount has a discrete negative effect on perceived quality and further increases in the discount level cause a further decline in the perceived quality of the product.
             P2: The initial introduction of a discount has a marginal positive impact on the consumer valuation of the product due to the perceived decrease in expected sacrifice and the marginal effect remains positive but becomes smaller as the discount level increases.
             Two hypotheses were developed to be tested in the study. A total of 209 students participated in the study, and 26 subjects were used as pretest subjects to find a suitable product stimulus for the choice contexts, to determine the price ac
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