I was recently in Japan on business and observed something interesting while looking for something to quench my thirst. There are drink vending machines all over the place and I quickly found one that dispensed my beverage of choice. Both a small and a large size were available but to my surprise both were the same price – 130 yen.
I wondered if it was a mistake but not according to one of my colleagues. When asked why they were both the same price he told me that you buy the small one of you are not so thirsty!
And so it is with a lot of marketing in Japan. The motivations for buying can be quite different even though on the surface, Japanese people seem very similar to other places in the world.