Logic of Illogic: Bounded Rationality
摘要
Retailers do this trick to make things seem lighter on our wallets than they actually are. Even when we're totally aware that $49.99 is just a penny shy of $50, we often find ourselves gloating over a seeming bargain for a neat $40 something, telling others, “Hey, I just picked up this thing for 40 bucks!” This odd phenomenon is known as the left-digit effectLeft-digit effect, a psychological quirk retailers apply to their advantage.