The problem dealt with here arose from the quite practical question of what influence the selling price of a magazine has on sales . We wanted to see whether the economic principle that "raising the selling price always means danger of lessened sales", is absolutely valid in this case, too, or whether a price rise confining itself to definite limits may not affect sales figures . Price elasticity in the marketing psychology sense was up for discussion, i .e. willingness to buy depending on sales price, the general question simply being whether price is important in purchasing or whether it is just a secondary feature of the goods offered. Then followed the specific question of whether and to what extent a rise in price would be possible without lessening the sale of magazines.