Shopping Tip: The Left Digit Price Effect

According to the Journal of Consumer Research, “shoppers pay a disproportionate amount of attention to the leftmost digits in prices and these leftmost digits impact whether a product’s price is perceived to be relatively affordable or expensive” In one experiment, the researchers took two price points ($2.00 and $4.00) and lowered one price by one cent turning $4.00 into $3.99 and […]

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