It's a sad state of affairs in American consumerism that folks are attracted more to discounts than low prices. Johnson's plan made sense: lower prices to what average selling prices are during promotions and cut back on promotions. Lower noise. Less discount anxiety. Too bad consumers aren't strictly speaking rational in this way (1, 2).
1)http://cl.ly/image/2y1T1L2M1s0e 2)http://cl.ly/image/1a3D3c1J1Z0I