This effect indicates that buyers are less sensitive to the price of a product because, for them, the higher price signals better quality. And of course "QUALITY" here is very important. The quality of a particular product in this case ,the important thing is the personal reflection on the consumer that such desire goals arouse in others.

In other words, the purchase of a certain product that is known to be expensive gives prestige to the person who purchases that product, because he communicates to others that he is able to purchase that product.

That's why the prestige of a certain store matters when you're buying a gift for someone, but it's irrelevant when it comes to an item for personal use, for example. 

There are other reasons for setting a high price, which is higher than those of competitors, as a quality indicator. By charging high prices, liberal professionals can schedule their customer service at intervals, because these high prices contribute to reducing the clientele, the unwanted effects of a certain air travel for example long distance with small children beside or a tourist talking at high volume are eliminated when buying a ticket certainly eliminates this kind of inconvenience and see, even the case of public restrooms that have units paid alongside other free ones.