A mini-runway, lined with stiletto heels, glistens in bright fluorescent lighting. Shoes of various types sit neatly in individual glass shelves. It was a private launch party of a new luxury brand of shoes called Palessi, designed by Italian designer Bruno Palessi. I would pay $400, $500.'" a woman said as she tried on a pair of bright-gold sneakers. The woman was not actually buying a Palessi because there's no such brand, and there's no Bruno Palessi. There is, however, Payless ShoeSource, a discount shoe retailer hoping to shake things up through an ... advertising prank to attract new customers and change the perception that the company sells cheap, unfashionable shoes. The prank also points to a reality about the human mind: Consumers are not capable of discerning the quality and value of the things they buy, said Philip Graves, a consumer behavior consultant. Slap a fancy-sounding European label on $30 shoes, and you have an illusion of status that people will pay an exorbitant amount of money for. On the day of the launch ... after attendees purchased overpriced shoes ― some for $200, $400 and $600 ― they were taken toward the backroom, where the prank was revealed. "You've got to be kidding me," said [one attendee], her eyes wide as she stared down at the overpriced shoes in her hands. "Consumers have been paying hugely inflated prices," [said Graves]. "Some of the pleasures that we get from things that we buy come from the money we spent on them."