The Answer Is Transaction Costs cover image

Motives and Morals of Taxes, and an Homage to Bob Barker

The Answer Is Transaction Costs

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The Power of Prices Ending in 99

This chapter explores the sales tactic of using prices ending in 99 to make items appear cheaper and more likely to be bought. It explains the psychological reasoning behind why price conscious customers believe they are getting a good deal, even with minimal or non-existent markdowns.

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