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Pricing
Tactic

Reduce Every Digit in the Discounted Price

If your price is $465, aim for a discounted price across every digit.

$465 original price with $350 sale price because each digit in the sale price is lower than the respective digit in the original price

Overview

You compare numbers in a digit-by-digit manner. Therefore, reduce every digit in your sale price (see Korvorst & Damian, 2008).

$465 original price. The first digit in the sale price should be lower than the first digit in the original price (in this case 4). The second digit must be lower than 6. The third digit must be lower than 5.

Caveat: Perhaps keep the rightmost digit the same to ease the subtraction of the leftmost digits (see Hung et al., 2021).

  • Hung, H. H., Cheng, Y. H., Chuang, S. C., Yu, A. P. I., & Lin, Y. T. (2021). Consistent price endings increase consumers perceptions of cheapness. Journal of Retailing and Consumer Services, 61, 102590.
  • Korvorst, M., & Damian, M. F. (2008). The differential influence of decades and units on multidigit number comparison. Quarterly Journal of Experimental Psychology, 61(8), 1250- 1264.