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Pricing
Tactic

Remove Commas From Prices

$1500 seems cheaper than $1,500.

Comma crossed out in $1,500

Overview

Prices seem cheaper without commas (e.g., $1499; Coulter, Choi, and Monroe, 2012).

Sure, the written length is shorter. But more importantly, the phonetic size is also shorter:

  • $1,499: One-thousand four-hundred and ninety-nine (10 syllables)
  • $1499: Fourteen ninety-nine (5 syllables)

  • Coulter, K. S., Choi, P., & Monroe, K. B. (2012). Comma N’cents in pricing: The effects of auditory representation encoding on price magnitude perceptions. Journal of Consumer Psychology, 22(3), 395-407