The more you pay for something the more you like it and the more pain you go through to get something the more you like it.

付出愈多，喜爱愈甚,追求时承受的痛苦越大,喜欢程度就会越深。

耶鲁公开课 - 心理学导论课程节选

The ask is what you have to pay them through this formula.

而卖出价就是,依据公式得出卖方的开价

耶鲁公开课 - 金融市场课程节选