The supplier therefore has the opportunity to shape our expectations

" Imagine your friend from Estonia is visiting, and discovers that one of your neighbourhood pubs serves her favourite drink, which is made in Tallinn from local ingredients. You offer to buy her a glass of it. How much would you expect to pay? Consider these four scenarios:
Imagine it is poured from a bottle into a wine glass. You might compare it with wine, and expect to be charged £4 for 175ml.
If it’s poured into a champagne glass, it might be £7 for the same amount.
If you instead discover that it is sold by the half pint, you are likely to compare it with beer, and £2 for the half pint will seem reasonable.
If it is served in a shot glass, you would probably think of it as a liqueur and be happy to pay £2 for 25ml.
That’s a price difference of 11 times, just based on how the drink is presented. Of course the alcohol content is also a factor – but not a factor of 11. Whichever products we most closely associate a new purchase with are the ones we are likely to use as a price guideline. Most products could potentially be compared with a number of different alternatives. The supplier therefore has the opportunity to shape our expectations by creating an association with a more expensive product."

E fico a pensar nos fabricantes que continuam concentrados na produção e no controlo dos custos.
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Trecho retirado de "How clever price positioning influences perceived value"