Originally Posted by crackness
the majority of normal average buyers are idiots
Nope. They just have to use a brain that evolved for screaming at the ape next tree and remembering the bush with the ripe fruits.
You expect the buyer to be a homo oeconomicus,
a concept that even the diehard rationalist economists are giving up now. Any recent book on the cognition of decision making and how to work around its inherited deficiencies (e.g. Thaler/Sunstein, "Nudge") will bring you quickly up to date and may pay back wherever you have to deal with human decisions in a business situation.