Why do prices end in .99?
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The Trick: Why $9.99 instead of $10?
We read left to right, so it feels like "9-something". Shoppers anchor on the leftmost digit, so $9.99 registers closer to $9 than $10. Source: Wikipedia – Psychological pricing
Why It Works: Why does a one-cent difference matter?
We process prices quickly and stop at the first digit. Fast, low-attention decisions rely on shortcuts; the left digit is a shortcut. Source: Wikipedia – Psychological pricing
How to Spot It: Where do you see the opposite, round prices like $100?
Luxury or premium products signaling quality. Round numbers feel confident and "whole", so upscale brands use them while bargain stores lean on .99. Source: Wikipedia – Psychological pricing