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Pricing
Tactic

Insert Low Digits After 5 or 6

The digits 5 and 6 are facing the right, which pushes attention toward the subsequent digits. If these adjacent digits are low, customers round down.

$62 with the 6 pushing attention toward the 2

Overview

Humans are wired to look at social cues.

For example, you instinctively look wherever a body is facing (Langton, Watt, & Bruce, 2000).

Over time, we extended this behavior to any objects with directional orientation. Even digits, which face directions:

  • Left: 2, 3, 4, 7, 9
  • Center: 1, 8, 0
  • Right: 5, 6

These orientations guide attention (Coulter, 2007).

Therefore:

  • Place Low Digits After 5 or 6. Customers focus on the subsequent digits. If these digits are low, they round down price down.
  • Place High Digits After 2, 3, 4, 7, or 9. Customers keep their attention leftward, so you can raise the remaining digits of your price more freely.

  • Coulter, K. S. (2007). The effects of digit-direction on eye movement bias and price- rounding behavior. Journal of Product & Brand Management.
  • Langton, S. R., Watt, R. J., & Bruce, V. (2000). Do the eyes have it? Cues to the direction of social attention. Trends in cognitive sciences, 4(2), 50-59.