WhatÂ’s the difference between walking through a minefield and shopping for the holidays? Very little as far as CU-Boulder Business Professor Donald Lichtenstein is concerned. He urges consumers to take similar caution before entering the shopping arena. " 'Higher price means higher quality' is a very, very untrue generalization," he says. "It will hold true for select product categories, but more often than not, when consumers go into the marketplace with the belief higher price means higher quality, theyÂ’re going to lose."