---
id: "quote-not-everyone-cares"
type: "quote"
source_timestamps: ["§ Serve customers who value products at less than their selling prices"]
tags: ["consumer-behavior", "segmentation"]
related: ["concept-discounting-hurdles"]
speakers: ["Liquor store clerk"]
speaker: "Liquor store clerk"
sources: ["commercial"]
sourceVaultSlug: "hbr-seg-commercial"
originDay: 5
articleStem: "hbr-ext-22-art-of-discounting"
sourceUrl: "https://hbr.org/2026/05/the-art-of-discounting"
sourceTitle: "The Art of Discounting"
---
# Not everyone cares about price

> "Because not everyone cares about price."
> — a liquor-store clerk

When asked why the store gates a discount behind joining a free club, the clerk's answer perfectly encapsulates the rationale for [[concept-discounting-hurdles|hurdles]]: convenience-driven, price-insensitive buyers won't bother clearing the hurdle and will pay full price, so the discount reaches only those who genuinely need it. (Speaker is an anonymous illustrative figure, not one of the source's named authors.)