heres the main idea: i can sell something for $20 and some people will buy it. if i put it on sale for $10 or even $15 more people will buy it. however, i believe, if i kept the price at $20 and said i was putting the item on sale (or maybe a super saver sale, or something equally rediculous) the same number of people who bought it when it was half-off would buy it even though the price never changed.
Why do I think this? Because this is what I see at kohls.