The term "sticker price" refers to the manufacturer's suggested retail price (MSRP) for a product, which is typically displayed on the item itself or in its packaging. This price serves as an indicator of what consumers can expect to pay when purchasing the product from a dealer, and it may vary depending on factors such as location, demand, and promotional offers. In many cases, however, customers can negotiate with sellers for discounts or incentives that lower the final price paid, which is often referred to as the "true cost" of the product.