An example of this is something I learned from a former employee who went to work for Encyclopedia Brittanica 'back in the day'. I actually invited the former employee to come back to our office so I could understand and learn from exactly what he had been taught (noting of course this was back before the internet obviously where info like that was not as available...)
So they charge (as I recall from what he told me I could be off) something like $450 for shipping the books (don't recall the actual amount but it seemed high at the time).
So the salesman is taught to start off the sales pitch with a set of encylopedia's costing at the time let's say $40,000 some 'gold plated version'.
The potential buyer laughs and then salesman then says 'plus $450 for shipping!!!'.
They then move on to the more reasonable versions costing let's say $1000 or whatever.
As a result of the first example of high priced the customer (in addition to the positioning you are talking about) the customer is setup to accept the shipping charge (which was relatively high).
So they charge (as I recall from what he told me I could be off) something like $450 for shipping the books (don't recall the actual amount but it seemed high at the time).
So the salesman is taught to start off the sales pitch with a set of encylopedia's costing at the time let's say $40,000 some 'gold plated version'.
The potential buyer laughs and then salesman then says 'plus $450 for shipping!!!'.
They then move on to the more reasonable versions costing let's say $1000 or whatever.
As a result of the first example of high priced the customer (in addition to the positioning you are talking about) the customer is setup to accept the shipping charge (which was relatively high).