The Round Number Threshold Effect on Coffee Pricing

Researchers found that crossing the round number threshold, rightsly, going from 19 99 to a dollar, like to the 20, that's a round number. So this means that consumers see the price difference as greater when they crossed the round number barrier. This same behaviour happens with much more expensive items and with multiple upgrade levels, not just small to large. Consumers don't typically have any legitimate idea about what something should cost.