Does your company play painful games with your customers? I’m not talking about physical pain, but brain pain. More specifically, what has been termed buying pain or the pain of paying. According to research conducted by George Loewenstein of CMU and others, this pain is triggered when we are presented with a product and price that seem like a bad deal. Now, if you sell luxury items, it’s quite possible that a pain response is part of every sale, but the buyers rationalize the premium price they are paying as the cost of buying the best. A recent business trip highlighted what I think are UNPRODUCTIVE invocations of buying pain.