Chapter 10 talks about factors that affect incentive value, like how when you are shopping you are more likely to buy something that says “Up to 50% Off Sale” on it than regular price. This signs and clearances motivate people to buy. One feature of this is called incentive amount, which is the number of incentives. Another is rate of reinforcement, when you are shopping it is so hard to resist the sale signs. I know when I shop when I see those sale signs it motivates me to look around more and see if I can get more for my money. Also if I am at a store and I save money, I love to know how much I saved. If I am at CVS and get my receipt I always check to see how much I saved on my items.