Framing the Value

There is perceived value and actual value.  The two carry equal weight.  One is not more valuable than the other.  Here is Rory Sutherland's "Perspective is Everything."  He finishes by saying that if you do something to perceptually damage your product, your service, your character in one respect, you can damage the other.  What he's talking about here is confidence.  Affect the perceived value, and you either appreciate or destroy the actual value.  Perception is leaky.  Do something perceptually bad in one respect, you can damage the other.