I learnt of a recent book with the intriguing subtitle above in general surfing around about how you can influence decision making; Sway being the snappy title.
I found that the authors had begun a blog but unfortunately ran out of steam after 14 posts. Nevertheless, two of them happily offered the kinds of insight that I was after.
It seems that the trappings around which your product is delivered affects the perception of value for money. In this case a fancily styled eatery could charge silly money for plain ol’ burgers.
With a link to another article that shows how, when in groups, “the more you repeat something, the more people will feel it reflects the overall sentiment of the group”. Definitely something to train your Champion prospect-side up in…