Researchers found that people assigned to be “buyers” respond to the situation in one of three ways: there’s the incrementalist, who consistently applies the same percentage to the known value – such as 1/2 or 1/3 – and is honest with price suggestions. There are the conservatives, whose suggestions don’t say much about the real value, and sometimes just suggest the lowest price every time. Finally, the strategic deceivers, representing only 11 percent of the sample, always suggest a price that is negatively associated with the value: in other words, high prices for low values and low prices for high values. (source)