Au Bonheur des Dames (The Ladies' Delight) by Émile Zola:
‘That’s why I’m quite sure that her people will take our Paris-Bonheur. Why should she go to the manufacturer and buy it for more than she would have to pay us? On my honour, we’re selling at a loss.’
For the ladies, this was the coup de grâce. The idea of having the merchandise at a loss stirred the callous side of their feminine nature, which means that a woman’s pleasure in buying something is doubled when she thinks she is robbing the person who sells it to her. He knew that they were unable to resist a bargain.