What's the big secret about ending prices in 99 cents? It's simple, says Rajneesh Suri of Drexel University. "Research shows that people process information from left to right." In other words, the "1" in $19.99 is more appealing than the "2" in $20.
You may not be able to stop that "1" from attracting your eye. But you can avoid pulling out your wallet until you've reminded yourself that you'll be parting with a Jackson - plus sales tax.
Lesson 7: That 99 cent trick really is tricky
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