Yesterday I bought a dress at Armani Exchange, and it's amazing, but that's not the only reason I bought it. It was 50% off and for some reason that made me think that I needed it more than if it had been regular price. The regular price was $130 and at this point in my life I can't afford to spend that much on a dress, and even a dress whose full price is $60 I would normally find pretty expensive for my college-student-budget, but the fact that I was getting a $130 dress for $60 seemed to make the $60 seem like a really good deal.