But it IS how we see prices. If there weren't science behind it, they wouldn't be doing it.
But it IS how we see prices.
I don't. Never did. I'm sure I'm not the only one.
The science is about how you initially react to the number. Your brain will see $19, and immediately you'll think it's $19. Only upon further inspection and processing through your cognition, you recognise that its $19.99, which is basically $20.
It's that initial reaction they want, to grab your attention. Anyone who is going through life without leveraging their higher thinking will fall for this shit. Anyone who thinks, at all, won't.
Unfortunately, there's a nontrivial number of people who fall into that first category. People who were never taught to think. They just do.
dowsing for suckadrippas
$20 and $10 shipping: 😡
$30 and free shipping: 😄
Part of it is that there's less hidden costs. I like it when it's just "the total is $30" instead of "there's $8 shipping and a $2 service fee and then $4 in taxes and..."
I've also seen some online stores lure in a customer with a really cheap initial price and then on the last page just slam them with insane shipping and handling fees hoping that the customer either doesn't notice or feels too invested at this point to cancel their purchase.
But yes, part of it is also people are stupid when they see the word "free" as if the store wouldn't move the cost somewhere else.
I don't understand people who won't pay £5 for shipping, but will instead spend another £15 on something they don't need so they get free shipping.
All you've done is lost money.
It depends. If it's something I know I'll use, especially a consumable, I'll do it.
That at least allows you to retrieve the full amount if you return the goods. Shipping costs you don't get back.
I'll admit, this works on me sometimes.
I hate that it does, but it do.
My husband is awful in that regard. He sees the first digit only and then rounds it down. "It's just 30€" - it's 39,99€. "It's like 200€" - it's 289,90€, "5000€" - 5999€. I love him to pieces but I don't trust any of his numbers.
From my experience working in retail I've seen people say out loud something like "oh, it's only 4 dollars!" When the sticker says $4.99. This shit apparently works on a lot of people for some reason.
This is my neighbor all the time.
Like dude, round up!
I think I've heard a couple people do this. One directly in response to me saying it was $5 lol.
I do that with gas, but everybody knows the .9 cents are implied.
Funny, I might be the only person I know who automatically rounds up gas prices...
Honestly, however much I want to pretend to be better than that, I think it does work on me. Obviously not on a conscious level, I know how numbers work, but some part of my monkey brain sees the 1 instead of the 2 and therefore concludes that it must be way cheaper. It's a feeling that no amount of facts is going to disable. And in the end many purchasing decisions aren't based on a full analysis but on feelings.
Most people are idiots most of the time.
Some people are idiots some of the time.
No one is never an idiot.
Can confirm. I'm idiot most of the time
This is locally grown artisanal bullshit, it's actually $300, please tip.
please tip
I've actually started carrying cash again for the first time in 20 years because I'm sick of every fucking POS machine in the world asking for tips. Yes, I can choose not to tip, but there's an emotional cost associated with that decision. There's a cost associated with just seeing the option instead of being able to simply pay for my item and go about my day.
Its literally how we see prices which is why companies do this
Worked in pricing for a big retailer, it 100% works and retailers don't even like doing it, but it's basically a necessity to get baseline sales. It's WAY easier to have simple even number prices that calculate easily and get percent off sales and clearance prices that make sense. Really the only items you see it on are items competing with other retailers, so kraft mayo that every store has vs. A store brand soda you don't care about volume on. The Mayo you better have $5.99 instead of $6.00 or it looks like you're ripping them off. And even if they sell it got $4.99 it still keeps people thinking it's a complex price difference rather than an even number they can compare more easily.
It does work believe it or not. It is something that plays to your subconscious. You will favor the slightly cheaper option even if you aren't aware of it.
not just cheaper though
even subconsciously $15.55 will not be that better than $15.56
but in a change from $20 to $19.99 the whole first number is smaller, and that gives our ape brains the feeling that it's not as expensive
to reveal the vibes your brain operates on, think about bigger numbers. Imagine yourself to be in kind of a rush, you want to buy something, but family is waiting, or you need to walk your dog, or maybe you're doing shopping before work, regular life stuff,
first scenario
an identical item is sold for $2920 in the first store you visit, and for $2970 in the second store you visit. The stores are an inconvenient travel time away from each other. Do you go back to the first store?
second scenario
now, an identical item is sold for $2975 in the first store you visit, and for $3025 in the second store you visit. The stores are still an inconvenient travel time away from each other. Do you go back to the first store?
though the difference is still $50, the jump from $2975 to $3025 feels more significant than $2920 to $2970. And obviously many of us will go back to get the cheaper option in both cases, but there's a lot of people on this planet who have money to spare but not the time, and a lot of other circumstances too, marketing people know it and will do their damnest to sway you to buy their product
I learned all about this in "thinking fast and slow" by Daniel Kahneman. He talks about system 1 and system 2, where system 1 is your kind of knee-jerk reaction to a thing (thinking fast), and system 2 is the contemplative and careful consideration of a thing (thinking slow).
I would argue that some people overly leverage system 1 (thinking fast) because it's generally easier, and takes less time and mental effort to do. Those that either can't, or are unwilling to engage system 2 in their day to day activities, will 100% fall for these kinds of misleading prices, since system 1 is cutting so many corners so that it can be fast and efficient (mostly on how much energy is used), that it skips a lot of the cognitive steps and goes right to the (often incorrect) conclusion. That $19.99 is $19 (or $10 in some cases).
In the book, they discuss that system 1 often gives the wrong information that is later rejected by system 2 when further consideration is given to a particular input/stimulus.
If someone isn't engaging system 2 as a check to ensure system 1 isn't lying to them, then shit like $19.99 seems cheaper than $20. It doesn't hold up to any scrutiny, but they're not targeting thoughtful people with these practices. For thoughtful people, there's functionally no difference between $19.99 and $20.
Yes, the difference is one cent, but given that one cent is so worthless in today's society, to the point that Canada stopped making one cent coins (and other countries have done so as well), there's functionally no difference between the prices.
One cent is only worth anything if it is combined with many other cents. The sum of those pennies becomes valuable when you conglomerate enough of them.
That's a great way to put it
These dumbasses thinks this works on us smart people. Anyway, gotta go fight some people on black friday for shit i don't even need nor afford
The amount of times I've watched Youtubers say something like "35 dollars" while showing an image that shows the price as $35.96 happens too often for me to side with OP lol, sorry.
To be fair, in that specific case, they could have been rounding to the nearest $5. Unlike virtually all other instances of that behavior.
I generally round up to nearest bigger number or close to that. $19.99 is $20. $23.99 would probably be $25. $180 would just be $200.
No real rhyme or reason, just the bigger the number the more I fudge the “real” price upwards thanks to sales tax and a “can I really afford this?” factor.
I'm not sure it works on me. Not because I'm some super human resistant to advertising (I'm not) but because I'm so bad at math that when they start asking me about anything involving small change I tune out and overestimate by 50% rounded into nice whole numbers.
"This is 19.99"
"Okay so it's basically 30$."
It gives me nice surprises sometimes when I get my receipt.
Honestly I just want tax included on the price tag.
That is honestly insane.
In NZ the sticker price is what you pay, if the price on the sticker doesn't include tax, it is false advertising and you pay what is on the sticker.
It is entirely up to the retailer to ensure that the price is correct. The only exception to this, is if the price is obviously wrong e.g. $5.00 rather than $500.
It really is considering how easy it would be to implement.
That's an American problem too
People suck at math and this is how they confuse people into not caring what the actual price becomes when they have to add multiple items together.
What’s 19.99 + 21.75 + 4.99 + 3.99 + 1.99? Can the common person do that math in their head while grocery shopping? What about adding the tax to that total? Not a chance.
Most people probably don’t even know what the sales tax is in their own state.
your price tags show the price before tax? that's fucked up
The major reason given is that taxes vary so much in the US by location that it would be onerous for businesses with locations in different areas to print different price tags and advertise prices broadly.
It's even an issue online because, until you enter your address, the online retailer has no clue what your tax rate will be, and they have to assess tax based on the purchaser's location. Postal code isn't always enough, as they can be shared by different cities with different tax rates.
Some areas also vary tax by date (tax free holidays), though I don't think consumers would care if their total ended up being cheaper than they thought.
A national standard VAT would be the only way businesses might start including tax in price, but there's no way to do that without a constitutional amendment. States have the power to tax, and they're not going to stop now even if they receive VAT revenues.
Most people dont just round up after seeing the price?
Most people round down. Their brain locks on to the 1 of 19.99, and approximates it to 10.00. We need to actively counter this to see it as 20.00. It's a skill most people don't apply all the time, and a number can't even do.
Once you can do it reliably, it's mind-boggling that others can't, but it's still a learnt skill, that needs to be applied.
No. Most people round to the nearest whole number and often just pick a direction to round.
Since no one does math in their head anymore the total is always more than they expected. No calculators on shopping carts anymore either.
I just wished it was mandated to list prices to include all the taxes along with it. Whether it says $19.99 or $20 still isn't the actual price.
Recently had the worst of this. Was craving chocolate milk, find a nice size bottle of it for $3. Get to register. $6.63 total price because the glass bottle had over a $3 deposit.
I just wished it was mandated to list prices to include all the taxes along with it.
It is, in the EU.
It never works on me. I was taught at a very early age that pricing down by one cent of one dollar is a psychological trick and that I should round up to the nearest whole number.
Funny thing is, it still works.
I always round up the price when I see $X.99 but my grandmother always rounds it down and it pisses me off
They're trying to fool you! Don't be a sheep!!!
This is one of those things that makes me feel the slightest bit more agitated and cynical towards people and society. We all know it's manipulative, and that should be enough reason not to do it. So why does everyone who runs a business do it? Like yeah it does work, but is it really worth subtly eroding your own customer's trust in you? There's an invisible cost of goodwill here.
Are you choosing to go to the store that does $20 instead of $19.99?
Does that store exist?
It's more that the customer refuses to buy the $20 item but at 19.99 it seems just a little more attainable.
But $999 is much lesser than a grand
They may list it as $19.99 but I'm always going to call it twenty bucks and eleven cents.
Everyone here is hilarious thinking they're immune to it.
Also "
200100" is very different from "100".Because it is how we see prices. It takes a bit of effort to see it as 20.
"Keep the change"
If there is any research from the last 50 years suggesting this actually works, I'd love to see it.
The fact that almost every price for everything everywhere is like this is pretty compelling evidence that it works.
"It's popular so it must be good/true" is not a compelling argument. I certainly wouldn't take it on faith just because it has remained largely unquestioned by marketers.
The closest research I'm familiar with showed the opposite, but it was specifically related to the real estate market so I wouldn't assume it applies broadly to, say, groceries or consumer goods. I couldn't find anything supporting this idea from a quick search of papers. Again, if there's supporting research on this (particularly recent research), I would really like to see it.
Yes, you can find plenty on Google I'm sure
Living in Canada, this shit never worked for me.
Our laws require that pretty much everything is taxed, some more than others, but taxed nonetheless. Despite this, our laws also allow for the tax to be excluded from the price listed for an item, so tax has always been an unpleasant surprise during checkout for me.
I'm sure many other Canadians can echo my sentiment.
The fact is, I'm always expecting to pay between 10 and 15% more on pretty much everything when I get to the checkout, so I tend to do math in my head to figure it out. Let's just say that when I see $4.99, it's easier for my brain to figure out 10 (or 13%, or 15%) of $5 than it is to figure out the tax on $4.99, so I err higher rather than lower on everything.
I see $4.99, I think $5 +tax and I figure that will set me back somewhere between $5.50 and $6 at checkout. Doing the math, the current HST tax in Ontario where I am, IIRC is 13%. 13% of $4.99 is $0.6487 (the company will round up to the nearest penny, so 65 cents), which is $5.64. going from $5 at 15% (which is what I'll do in my head for simplicity), I'd estimate it's $5.75 at checkout, and get pleasantly surprised when I save 11 cents because the tax was less than I anticipated.
All of this shit is kind of moot IMO, since I think people aren't looking at prices nearly as much as they used to. When I was young, debit cards didn't exist, credit cards were a tedious process of filing out paperwork, and so most of the time people carried cash. It was common for people to add up their costs as they went to ensure that the cash they brought would cover the items they're buying at the grocery. For smaller transactions like convenience stores, you'd just do it in your head, and for big ticket purchases, like appliances, furniture, vehicles, etc, you'd use cheques or credit cards because the hassle of doing that was outweighed by the liability of carrying thousands of dollars to the store to buy a thing.
With debit/interac/whatever, and the chip/sign, or chip/pin process (and/or "tap" to pay), you have convenient, and instant access to your entire life savings on a whim with near zero effort or inconvenience. It's never been so easy to spend money (especially money you don't have - eg overdraft or credit cards).
When I started to do my own grocery shopping, sometime after debit/interac/chip&pin was made to be commonplace, I rarely looked at prices. I assumed the price was reasonable for what I was buying, and concerning myself with the nickels and dimes of it all was more effort than I cared to put into buying something I wanted or needed.
With the prices of everything going haywire in the last 5 years or so, I find myself looking at prices a lot more and going for alternatives to my "usual" brands of products simply due to price alone, especially when grocery shopping. If I can kick my grocery bill from $300 to $250 by simply buying smarter, that's a cheap date I get to go on with my spouse that I otherwise couldn't afford. That's more valuable to me than buying name brand cereal or cans of Campbell's soup over the store brand.
IMO, I'm the problem.... or rather, my previous mentality was the problem that in part led to the crazy increase in pricing. I didn't concern myself if something was a cheaper option and just bought whatever I wanted or whatever I was used to buying. I don't have brand loyalty beyond "this was good/worked in the past, so I'll buy it again". That amount of "loyalty" doesn't extend to significant increases in the price of things. The prices went up and while my grocery bill went up, I didn't pay much attention to it. That's just what it cost me. The cost always changed because I wouldn't always buy the same things, nor the same quantity of things. So I expected it to be fairly random. That created a false loyalty to products that just kept going up in price. I kept paying that because I wasn't paying attention. So they kept going up because the company didn't see a drop in sales because of the increase in price.
Now, I'm much more conscious of what I'm buying. I'll compare not only the cost, but the quantity of a thing. If I can get 700g of something at $5 but an alternative has 1000g for $6. I'll get the $6 item, since I'm paying more, for a lot more, therefore I'm paying less per gram. I've become the kind of shopper that most companies can't keep. If prices go up, I'll jump to another brand that's cheaper. If the quantity goes down (shrinkflation) I'll go to a brand that gives me better value for my dollar.
I'm one step away from cutting coupons here. I'll do it too.
At the end of the day, it's all about economics for me. If it's going to take me more time to compare, or find coupons, or whatever than I'm saving by doing that, then I won't do it. Right now, cutting coupons falls below that value line. I put my time ahead of the proposed savings by cutting coupons. My time saved by not doing it, is simply more valuable to me right now. If/when that changes, I'll start doing it.
Fuck corporations.
It is how it is, Americans are the dumbest
It's the three strategies of pricing:
- Price the item as XX.99 to make it feel cheaper than it is
- Price the item as a whole/round number to make it feel premium
- Price the item as a seemingly random number like XX.57 to get ahead of the shopper who are weary of the first two tactics
I doubt it works on me. I have bought smaller items due to doing the per unit price in my head (don't trust what they put there and two often then apples and organges the units) or completely not bought something or bought some alternative (potatoes instead of bread or rice instead of potatoes).
Doesn't it have its roots in forcing clerks to give change and recording the sale (rather than pocketing the money)?
But its true though, don't you think they would save on the printer ink if it wasn't the case?
It doesn't take much to convince the people in charge they're right. Usually the amount is minimum wage.
I think it's just so that pennies circulate
Wasn't that originally to sell newspaper?
It was originally to force the cashier to open the till.
Say an item was $20. If the customer paid with a $20 note, then the cashier could, intheory, pocket it, without it showing up on the rocords. If it was $19.99 they needed to open the till to get a cent out. This meant it was recorded, and so the till wouldn't balance.
I thought it was a trick by sign writers who charge by the letter.
