$3000 Pen

After signing our luncheon check, my friend gave me the $3000 pen she'd just used.  It looked like a 99 cent retractable promotional pen to me.  However, she'd received it from her health challenged dog's vet. 

Though this is an extreme example of a value mismatch, there are many examples of items with sentimental value or those received as special recognition objects that are far more meaningful than the cost originally paid.  And think about what we are willing to pay for services rendered for skills that we don't possess, but are easy for an expert in a particular field to provide. 

In any successful negotiation we need to understand the value each party attributes to various aspects of the deal.