What is "sticker shock"?

What is "sticker shock"?

James Bell (Publisher, Auto Reviewer) gives expert video advice on: What does "total" mean on the sticker price?; What is a "test drive"?; What is the difference between unleaded, regular, super and diesel? and more...

Sticker shock is probably something reserved for the moment when you expect a vehicle's going to cost you a certain amount, and walk in and find out that it's going to cost you much more. Sticker shock also relates to having to make a much stronger effort with negotiation to get the car to the price that you're expecting.