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"Humans obey when retailers tell us to buy more. Brian Wansink, professor of marketing and director of the Food and Brand Laboratory at the University of Illinois, performed a study with full-price Snickers bars at a convenience store. The researchers put up a sign that said, 'Buy some for the freezer.' They also tried a sign that said 'Buy 18 for the freezer.' Few people actually bought 18 candy bars, but they did buy 1.5 times more than when the sign simply said 'buy some.' Wansink says: 'Even in the face of zero discount, it still ends up influencing people. It's a really powerful effect.' " -- from an article in Kiplinger's Personal Finance, November 2000
