After walking down the aisle, NPR reporter Caitlin Kenney was convinced she’d overpaid for her mass-produced gown.
And she was right: Kenney spent $2,730 when the dress cost only around $200 to produce in China and the fabric cost $500.
Determined to figure out where she went wrong, Kenny discovered there were two reasons it happened: First, people suck at buying wedding dresses. We only buy one, so it’s not like we’re well-practiced at finding a deal.
And second, there’s what economists call signaling, or the message you’re sending with your purchase. “I love my husband, this is a memory that will last,” Kenney recalls telling herself.
Watch the video below to see what she learned: