We have all experienced the rush of adrenalin associated with the realization that we are about to buy something that has been discounted. Our culture cherishes the notion of a discount via a sale or clearance. The quality of the merchandise or service is seemingly no match for the price. Coupons flow from every crevice of our mailboxes and newspapers. Our names and addresses are sold and resold to advertisers with a panderers delight. Consequently we find ourselves fishing through a stack of .10 cent tuna fish coupons to get to the real mail. Or are the coupons the real mail? We are, ostensibly, in the holds of a discount fetish.
An analysis of our current state of discount addiction is in order. In recent years more and more discount exclusive businesses have surfaced. How many of you have been to a .99 cent store? They represent what could be referred to as the extreme of our discount culture. Costume necklaces, stale bread and off brands litter the aisles where disciples of discount peruse. How many of us have been caught in the .99 cent trap? Radio and television remind us that we must take advantage of all things .99 cents. Hamburgers and tacos are at the top of...
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