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It is a tactic of selling as familiar as you would think we have already seen buyers in the eyes of treble. Yet, as safe as a promising sign to a "sale" catches our eyes, price tags ending in 99 cents always make us think unconsciously or not - that we get a better deal than a round number. Everything is the following question: why?!

Well, a little history is in order.

Although it is not clear, which took place for the first time with this idea of ​​pricing, it has won popularity at the end of the 19th century, the advertising of exploded newspapers and retailers seeked ways to compete with some with the others. As a researcher andRIGHT DRUG Author Cecil Adamsto explain"At first, prices were usually rounded to nickel, centimeter or dollar, but it was not long before a few small operators looking for an advantage start using what could call" Just under "price (49 cents, $ 1.95, and so on), no doubt in an effort to convince credulity, they got a good deal."

And it worked.

Retailers saw the success of this approach, the price "just under" became standard.A recent study Posted by Marketing Bulletin found that about 60% of the announced prices ended in number 9, while 30% are completed in 5 and only 7% are completed in 0.

Psychology has since caught up with what retailers have decades before: "For a penny, I can make you think differently", like Mark Bergen, Professor at Carlson School of Management at the University of MinnesotaExplain an ABC affiliate. "If the price matters, I can bring you to entertain our product."

This amounts to "psychological pricing", some prices can create a more psychological impact than the actual value they represent. Among theories under this approach is the "Left-digit effect"-Ist we focus on the figure from left to left in a price rather than in centimes on the other side. For example, a 2005 study asked the topics how much they thought they thought. They could buy with $ 73 and were presented with products carrying doors ending in ".00," then with "charming price" rolling products ending with "0.99". Through the board. , subjects felt they could buy more when the prices ended in ".99".

Another explanation is the "theory of perspective", which holds that buyers make a decision based on potential losses or gains rather than the absolute value of a product, so that they see a price in relative terms. This means that a product that costs $ 9.99 is unconsciously compared to a $ 10 "reference price", so we interpret it as a kind of discount and that we believe we get a good deal.

But charming prices do not only work when they are below the variant - say $ 2.99, compared to $ 3.00. They were also found to inspire purchases when they are slightly more than the alternative. In acomparative study Buying the purchase between the $ 34, $ 39 and $ 44 shirts, the shirts that sell $ 39 sold better than those selling $ 44 and $ 34.

Or consumers simply neglect figures representing smaller values ​​and more dollar care. Keith Coulter, Associate Professor of Marketing at the School of Management, Clark University,points out That this effect is improved when the cents (or, in the case of gasoline prices, the fractions of cents) are placed in a smaller font.

More than likely, we respond to a combination of all these factors. And while some of us could have done the marketing specialists who capitalize on these deep responses and know that $ 9.99 represent only $ 10, the vast majority of us can not help ourselves ourselves. neither to our psychological responses. We will see the prices ending in "99" for a long time. And for more ways, retailers know your deepest thoughts and behaviors, do not miss these23 smart retailers always deceive you.

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