WHY do store prices end in .99?

Ending the price at .99 is based on the theory we are used to reading from left to right, with the first digit sticking more into our brain than the next.

That’s why a person is more likely to buy a product that costs 4.99 than 5, since subconsciously they know that 4 is less than 5, even though there’s only a one-cent difference.

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